the innovating firm invests in marketing, so that consumers become aware of the newly developed product. Firms first … theoretical model are that both the marketing of a product innovation and a firm?s propensity to introduce an innovation decrease … a positive effect on product innovation and marketing effort. These findings are tested empirically using survey data …

marketing methods. We find that the determinants of a firm?s propensity to introduce technological and non …

media usage behaviour, the article contributes to the current discussion about social media marketing. Not surprisingly, the … enough for marketers to no longer believe in social media marketing? Probably not, because structural changes in the media … landscape inevitably have an impact on marketing as well. The media are the channels through which messages move from sender to …