Narrow search
Showing 1 - 10 of 1,350
Cover Image
A Relationship Approach to Brand Equity
Brito, Carlos - Faculdade de Economia, Universidade do Porto - 2008
Brands are not just a sign. Brands are not just elements that position products and companies. For many years, brands have been regarded as the link between products/companies and their customers. However, this view has dramatically changed inasmuch as brands are now considered partners of the...
Persistent link: https://www.econbiz.de/10005031606
Cover Image
Assessing the implications on performance when aligning customer lifetime value calculations with religious faith groups and afterlifetime values - a Socratic elenchus approach
Wilson, Jonathan A.J.; Hollensen, Svend - In: International Journal of Business Performance Management 14 (2013) 1, pp. 67-94
Customer lifetime value (CLV) is an established relationship marketing-centric approach to evaluating performance: based upon the significance of a customer, and what resources should be allocated towards maintaining relations - beyond short-term transactional views. The conceptual argument...
Persistent link: https://www.econbiz.de/10010669232
Cover Image
Produits appropries et developpement egalitaire.
C, Baron; W, Van Ginneken - International Labour Organization (ILO), United Nations - 1982
ILO pub. Article reviewing the findings of case studies of consumer behaviour with a view to testing the validity of certain assumptions regarding consumer efficiency, effects of choice of technology and choice of product and the availability of labour intensive techniques in Bangladesh,...
Persistent link: https://www.econbiz.de/10010690072
Cover Image
How research on marketing in Central and Eastern Europe can advance international marketing theory
Schuh, Arnold - In: Tržište/Market 22 (2010) 2, pp. 255-268
contribute to the international marketing theory. Regional studies provide valuable insights into business environments … practitioners. While contributing to the general body of knowledge in marketing, they often lack a strong role in theory development …. Two approaches which link regional studies to the advancement of international marketing theory are presented and …
Persistent link: https://www.econbiz.de/10011007026
Cover Image
THE VALUE OF MARKETING AS A SCIENTIFIC CATEGORY
Sidorchuk, Сидорчук Роман Роальдович - In: Annals of marketing-mba 3 (2014) 11
knowledge in marketing theory. Desk research allowed to define the term "value" in marketing, as a category of marketing theory …
Persistent link: https://www.econbiz.de/10011277961
Cover Image
On Defining Marketing: An Analysis of the Updated AMA Definition and an Alternative
Grönroos, Christian - Hanken Svenska Handelshögskolan - 2006
American Marketing Association has updated its marketing definition, including value and customer relationships in the new definition. In the present article the underpinning logic of the updated definition is analysed. It is concluded that although it still dominates the management and...
Persistent link: https://www.econbiz.de/10005260621
Cover Image
NEW DEVELOPMENTS IN MARKETING THEORY AND PRACTICE
NICOLAU, IRINA - In: Anale. Seria Stiinte Economice. Timisoara XVIII/Supplement (2012) November, pp. 76-81
Marketing is in a continuous development theoretically and practically, under the influence of a extremely dynamic and competitive global environment. Year by year, marketing budgets, regardless of the field of activity, grow, strengthening the statement of Robert Louis Stevenson:'' everybody...
Persistent link: https://www.econbiz.de/10010815298
Cover Image
The one-billion-plus marginalization: Toward a scholarly understanding of Islamic consumers
El-Bassiouny, Noha - In: Journal of Business Research 67 (2014) 2, pp. 42-49
Information regarding the Islamic perspective on marketing is still lacking in mainstream literature. The present work aims to assemble the theoretical foundations of Islamic marketing thought in relation to the modern marketing paradigm. The paper highlights the opportunity costs involved with...
Persistent link: https://www.econbiz.de/10010869609
Cover Image
Realizing the value of extensive replication: A theoretically robust portrayal of double jeopardy
Habel, Cullen; Lockshin, Larry - In: Journal of Business Research 66 (2013) 9, pp. 1448-1456
employs a double jeopardy (DJ) line appears to have progressed with little regard for this body of theory. This paper reviews … the varied applications of the NBD-Dirichlet and extends the theory to the portrayal of a double jeopardy line. This DJ …
Persistent link: https://www.econbiz.de/10010869690
Cover Image
Trust as an emergent phenomenon in wealth management relationships
Jarratt, Denise; Bossomaier, Terry; Thompson, James - In: Global Business and Economics Review 9 (2007) 4, pp. 335-352
literatures. Complexity theory provides an alternative lens through which to conceptualise trust. Three complexity theories … (adaptation, self-organisation and self-organised criticality) are integrated with marketing and psychological theory to provide …
Persistent link: https://www.econbiz.de/10008538918