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Marketingmanagement
Consumer behaviour
7
Marketing management
7
Konsumentenverhalten
6
Multinationales Unternehmen
6
Transnational corporation
6
China
5
Innovation diffusion
5
Mobile communications
5
Mobilkommunikation
5
Innovationsdiffusion
4
Mobile marketing
4
USA
4
United States
4
B-to-B-Marketing
3
Branding
3
Business-to-business marketing
3
Financial crisis
3
Finanzkrise
3
Global marketing
3
Innovation adoption
3
Innovationsakzeptanz
3
Mobile Business
3
Mobile business
3
Wireless communications
3
Argentina
2
Argentinien
2
Beziehungsmarketing
2
Brand management
2
Consumer acceptance of new marketing platforms
2
International market entry
2
International marketing
2
Internationaler Markteintritt
2
Internationales Marketing
2
Internet marketing
2
Key account management
2
Key-Account-Management
2
Lieferkette
2
Markenführung
2
Marketing theory
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Gao, Tao
6
Rohm, Andrew J.
5
Sultan, Fareena
5
Pagani, Margherita
2
Gao, Tao Tony
1
Huang, Suping
1
McGinnis, Lee Phillip
1
Shi, Linda Hui
1
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Business horizons
1
Journal of business research : JBR
1
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
1
Journal of international marketing
1
Journal of small business strategy
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The journal of consumer marketing
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Thunderbird international business review
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ECONIS (ZBW)
7
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1
Building a compelling underdog consumption experience
Gao, Tao
;
McGinnis, Lee Phillip
- In:
Journal of small business strategy
30
(
2020
)
2
,
pp. 93-105
Persistent link: https://www.econbiz.de/10012265446
Saved in:
2
Performance effects of global account coordination mechanisms : an integrative study of boundary conditions
Shi, Linda Hui
;
Gao, Tao
- In:
Journal of international marketing
24
(
2016
)
2
,
pp. 1-21
Persistent link: https://www.econbiz.de/10011500425
Saved in:
3
Brand in the hand : a cross-market investigation of consumer acceptance of mobile marketing
Rohm, Andrew J.
;
Gao, Tao
;
Sultan, Fareena
;
Pagani, …
- In:
Business horizons
55
(
2012
)
5
,
pp. 485-493
Persistent link: https://www.econbiz.de/10009623103
Saved in:
4
Antecedents of consumer attitudes toward mobile marketing : a comparative study of youth markets in the United States and China
Gao, Tao
;
Rohm, Andrew J.
;
Sultan, Fareena
;
Huang, Suping
- In:
Thunderbird international business review
54
(
2012
)
2
,
pp. 211-224
Persistent link: https://www.econbiz.de/10009514392
Saved in:
5
Factors influencing Chinese youth consumers' acceptance of mobile marketing
Gao, Tao
;
Sultan, Fareena
;
Rohm, Andrew J.
- In:
The journal of consumer marketing
27
(
2010
)
7
,
pp. 574-583
Persistent link: https://www.econbiz.de/10008772840
Saved in:
6
Consumers un-tethered : a three-market empirical study of consumers' mobile marketing acceptance
Gao, Tao
;
Rohm, Andrew J.
;
Sultan, Fareena
;
Pagani, …
- In:
Journal of business research : JBR
66
(
2013
)
12
,
pp. 2536-2544
Persistent link: https://www.econbiz.de/10010233145
Saved in:
7
Factors influencing consumer acceptance of mobile marketing: a two-country study of youth markets
Sultan, Fareena
;
Rohm, Andrew J.
;
Gao, Tao Tony
- In:
Journal of interactive marketing : a quarterly …
23
(
2009
)
4
,
pp. 308-320
Persistent link: https://www.econbiz.de/10003893290
Saved in:
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