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A research agenda for brand management in a new era of consumerism
King, Ceridwyn (ed.); Murillo, Enrique (ed.) - 2023
methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in … brand management give insights into the exponential growth of the field and identify promising directions for future … investigation. Illustrating the significant depth and breadth of research in brand management, contributors explore both …
Persistent link: https://www.econbiz.de/10014372517
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Marketing countries, places, and place-associated brands : identity and image
Papadopoulos, Nicolas G. (ed.); Cleveland, Mark (ed.) - 2021
?': Residents and identity politics in place and space -- 5. In search of a place brand identity model / Magdalena Florek -- 6. From … participation to transformation: The multiple roles of residents in the place brand creation process / Alia El Banna and Ioana S … challenging methodologies and theoretical assumptions. Chapters explore interdependencies among residents, visitors, brand …
Persistent link: https://www.econbiz.de/10012665636
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The market oriented university : transforming higher education
Davis, John - 2016
1. Towards a market oriented university -- 2. Competition and rankings -- 3. Delivering student satisfaction -- 4. Disrupting higher education -- 5. From marketing to market orientation -- 6. Developing and maintaining a market-oriented university -- 7. Understanding the market -- 8. Developing...
Persistent link: https://www.econbiz.de/10012419805
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Research handbook of innovation and creativity for marketing management
Shiu, Eric C. C. (contributor) - 2017
Introduction / Eric Shiu -- 1. What is innovation? / Søren Harnow Klausen -- 2. Product design innovation - trade-off decisions on functionality, aesthetics and sustainability from the consumer perspective / Eric Shiu -- 3. Innovation performance in service industries - unlocking the intricate...
Persistent link: https://www.econbiz.de/10012419923
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Handbook of Islamic marketing
Sandıkçı, Özlem (ed.); Rice, Gillian (ed.) - 2011
The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research. -- The topics covered by eminent contributors from around the world range from fashion and food consumption practices of...
Persistent link: https://www.econbiz.de/10011850796
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Elgar encyclopedia of corporate communication
Podnar, Klement (ed.) - 2024
"This comprehensive Encyclopedia captures the intricacies of corporate communication, offering 87 clear, succinct definitions of important concepts within marketing, business, organizational communication and public relations followed by critical, literary analyses of significant research...
Persistent link: https://www.econbiz.de/10014512178
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Digital marketing strategy : create strategy, put it into practice, sell more
Lahtinen, Niko; Pulkka, Kimmo; Karjaluoto, Heikki; … - 2023
"This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations' digital...
Persistent link: https://www.econbiz.de/10014322905
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Marketing automation and decision making : the role of heuristics and AI in marketing
Guercini, Simone - 2023
"The ever-evolving marketing technologies now include the extensive use of advanced AI with important implications for the decision making processes of both marketers and consumers. This detailed and insightful book rigorously examines the role of heuristics and marketers' decision making within...
Persistent link: https://www.econbiz.de/10014466849
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The economics of e-commerce
Baye, Michael R. (contributor); Morgan, John (contributor) - 2016
Recommended readings (Machine generated): Michael R. Baye and John Morgan (2001), 'Information Gatekeepers on the Internet and the Competitiveness of Homogeneous Product Markets', American Economic Review, 91 (3), June, 454-74 -- Jean-Charles Rochet and Jean Tirole (2003), 'Platform Competition...
Persistent link: https://www.econbiz.de/10012419900
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Research handbook of marketing in emerging economies
Marinov, Marin (contributor) - 2017
as Central and Eastern Europe and India. Comparing the ways in which marketing is performed in emerging and advanced …
Persistent link: https://www.econbiz.de/10012419924