Asset Details
Do you wish to reserve the book?
The Influence of Deceptive Tactics of Marketing on Marketing Ambidexterity
Hey, we have placed the reservation for you!
By the way, why not check out events that you can attend while you pick your title.
Oops! Something went wrong.
Looks like we were not able to place the reservation. Kindly try again later.
Are you sure you want to remove the book from the shelf?
The Influence of Deceptive Tactics of Marketing on Marketing Ambidexterity
Do you wish to request the book?
The Influence of Deceptive Tactics of Marketing on Marketing Ambidexterity
Please be aware that the book you have requested cannot be checked out. If you would like to checkout this book, you can reserve another copy
We have requested the book for you!
Your request is successful and it will be processed during the Library working hours. Please check the status of your request in My Requests.
Oops! Something went wrong.
Looks like we were not able to place your request. Kindly try again later.
Journal Article
The Influence of Deceptive Tactics of Marketing on Marketing Ambidexterity
2025
Overview
This study examines the influence of deceptive marketing tactics on marketing ambidexterity within the airline industry. As competition intensifies, some airlines may resort to misleading advertising, hidden fees, or exaggerated claims to attract customers, making it essential to understand the implications of such practices on marketing capabilities. The research adopts a quantitative approach, surveying airline employees to assess the relationship between deceptive marketing and key dimensions of marketing ambidexterity: opportunity exploration, opportunity exploitation, and marketing flexibility. The findings reveal that deceptive marketing significantly enhances opportunity exploration and exploitation, enabling airlines to test new markets and optimize existing ones. However, no significant relationship is found between deceptive marketing and marketing flexibility, suggesting that deceptive strategies may hinder adaptability in dynamic market conditions. This study contributes to the literature by providing empirical evidence on the role of deception in shaping airline marketing strategies and offers insights into balancing competitive advantage with ethical considerations.
Publisher
جامعة مدينة السادات - كلية السياحة والفنادق
Subject
