Auf Basis sozialpsychologischer Theorien leitet Ann-Kathrin Grötschel Hypothesen zu den Wirkungen von Belohnungsangeboten für das Verfassen von Online Reviews her. Die aufgestellten Hypothesen werden mit einer offenen Befragung und zwei experimentellen Studien empirisch überprüft. Die...

Chapter 1 Introduction to Marketing Communications: Setting the Scene for Emerging Economies -- Chapter 2 Customer Value and Marketing Communications -- Chapter 3 Cultural Values and Marketing Communications in Emerging Markets -- Chapter 4 Bibliometric Review and Direction for Integrated...

An Introduction to Strategic Islamic Marketing -- Halal Industry: Threats and Barriers -- Halal Industry: Threats and Barriers -- Does the Non-Muslim Segment Matter in Strategic Islamic Marketing? A Literary Insight with Practical Implications -- Developing an Islamic Corporate Culture -- Small...

Part I: Fundamentals of Commodity Marketing -- Commodity Marketing: An Introduction into Key Concepts and Processes -- Commodity Differentiation: A Cross-Industry Approach -- Commodities in the Service Sector: Particularities and Implications for Marketing -- Part II: Commodity Marketing...

1. Marketing Communications and Brand Development - An Introduction -- 2. The Progress of Destination Brand Marketing in Emerging Economies: The Case of ASEAN -- 3. Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE -- 4. Bank Brand Avoidance - Perspectives from...

Frank Wernitz entwickelt auf der Grundlage des Stakeholderansatzes ein holistisches Marketingkonzept, das die Berücksichtigung und Priorisierung der Stakeholderansprüche in einem konsistenten Managementansatz vereinigt. Am Beispiel der Ressortforschung zeigt der Autor, wie...

1. Introduction to Communicating Globally: An Integrated Marketing Approach -- 2. Transitioning in the Marketplaces and -spaces of 2020 and Beyond -- 3. The Global Marketplace -- 4. How Marketing Communication Works -- 5. Integrated Communication or Integrated Marketing Communication -- 6....

Chapter 1. Managing consumers' negative comments in period of crisis. The case of the the Greek super markets -- Chapter 2. Perceived Corporate Social Responsibility and job satisfaction in a port logistics organization -- Chapter 3. Emotional exhaustion and perceived Corporate Social...