Purpose – The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the Millennial generation. Design/methodology/approach – Following a literature review, from which propositions...

Purpose – The purpose of the study is to investigate the preferences of young Millennials for a salient product category (toys) and to investigate possible within‐group differences that have relevance for marketers. Design/methodology/approach – The study carried out analysis of...

Purpose – The purpose of the study is to investigate the use of social media as a new investigative tool in marketing research. Design/methodology/approach – The paper's approach is an analysis of the existing social marketing literature and industry practice in marketing analysis. Findings...

Purpose – The purpose of this article is to describe the application of brand building techniques to an existing organization. Design/methodology/approach – The article describes an application of relationship building to increase the success of a service in a competitive environment....