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Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing’s...
Persistent link: https://www.econbiz.de/10011850932
This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations – from businesses to government...
Persistent link: https://www.econbiz.de/10011851433
The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in...
Persistent link: https://www.econbiz.de/10011851859
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
The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 case...
Persistent link: https://www.econbiz.de/10012492441
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
This Handbook draws together top international researchers and discusses the state of the art and the future direction of research at the nexus between sport and business. It is heavily built upon choosing, applying and evaluating appropriate quantitative as well as qualitative research methods...
Persistent link: https://www.econbiz.de/10011850568
'This is an essential resource for managers and scholars interested in services marketing. It covers the topic comprehensively and in novel ways. All the luminaries in the field are represented. Buy this book and you will be up to date on the field.' - Valarie Zeithaml, UNC Kenan-Flagler...
Persistent link: https://www.econbiz.de/10011850696
Despite overstated claims of their ‘global’ homogeneity, ubiquity and contribution to ‘flattening’ spatial differences, the geographies of brands and branding actually do matter. This vibrant collection provides a comprehensive reference point for the emergent area of brand and branding...
Persistent link: https://www.econbiz.de/10011850712
1. Abundance, scarcity and sufficiency -- 2. The institution of marketing -- 3. Socio-cultural consumption -- 4. Subjective consumption -- 5. Cognitive consumption -- 6. The role of markets -- 7. Implications.
Persistent link: https://www.econbiz.de/10011850943