Showing 1 - 10 of 53
Die vorliegende Arbeit ist aufgrund der Beobachtung von wiederkehrenden Phänomenen in der Markenführungspraxis entstanden. Es konnte beobachtet werden, dass trotz einer vorhandenen strategischen Markenführung, eines Markenperformance Measurement und weiteren Instrumenten umfassende...
Persistent link: https://www.econbiz.de/10009468262
Persistent link: https://www.econbiz.de/10010353216
Murray and Ozanne (1991) provided evidence of paradigmatic approaches in market and consumer research by classifying the field into Positivism, Interpretivism and Critical Theory. We discuss these approaches and celebrate their contribution. We posit, however, that paradigms are symptomatic of...
Persistent link: https://www.econbiz.de/10009482284
Impulsivity and inconsistency in intertemporal choice have been attracting attention in econophysics and neuroeconomics. Although loss of self-control by substance abusers is strongly related to their inconsistency in intertemporal choice, researchers in neuroeconomics and psychopharmacology...
Persistent link: https://www.econbiz.de/10009448386
Marketingtheorie. Zuerst beschreibt diese Diplomarbeit verschiedene Konzepte und Probleme des Marketings und der Marketingtheorie … Marktprozesstheorie fruchtbar für die Marketingtheorie. Ohne den Einsatz des Marketings würde der Marktprozess in einem Ungleichgewicht …
Persistent link: https://www.econbiz.de/10009467120
This paper relates to government initiatives which aim at advancing their country’s economic development and investor attractiveness. It identifies large scale projects that involve collaboration between government and business (termed: large scale collaborative venture – LSCV) as one aspect...
Persistent link: https://www.econbiz.de/10009437710
This study has important implications for marketing theory and practice. In an era of turbulent market environments, the organisational ability to sense and seize market opportunities and to reconfigure the resource base accordingly, has significant effects on performance. This paper uses a...
Persistent link: https://www.econbiz.de/10009437894
In the past two decades there has been increasing interest in branding tourism destinations in an effort to meaningfully differentiate against a myriad of competing places that offer similar attractions and facilities. The academic literature relating to destination branding commenced only as...
Persistent link: https://www.econbiz.de/10009438000
Since the advent of the internet, much speculation has ensued regarding its tangible benefits to business. This article looks at the effectiveness of email advertising to promote information to consumers. Within this email promotion context, and using data from a survey of 838 female Finnish...
Persistent link: https://www.econbiz.de/10009438030
It has been recognised that brands play a role in industrial markets, but to date a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been an empirical study of the applicability of a full brand equity model in a B2B context. This paper is the first to...
Persistent link: https://www.econbiz.de/10009438143