Showing 1 - 10 of 5,170
Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...
Persistent link: https://www.econbiz.de/10010981103
In this monograph we examine the extent to which word-of-mouth communication (WOM) plays a complementary and/or substitute role with regard to advertising. A review of the existing literature reveals the main similarities and differences between these constructs. We also examine the conditions...
Persistent link: https://www.econbiz.de/10010693763
Die Bedeutung von Emotionen und Affekten bei ökonomischen Entscheidungen wird seit mehreren Jahren in der ökonomischen Literatur diskutiert (z. B. Rabin, 1998). Eine Erklärung der empirischen Evidenz in diesem Bereich, die über eine bloß phänomenologische Ebene hinausgeht, verlangt eine...
Persistent link: https://www.econbiz.de/10009226216
Local brands are rapidly emerging in food retail in Asia. However, it is not well understood what impact they have in domestic food markets. In a detailed case study of makhana in Bihar, one of the poorest states in India, we see the fast emergence - a doubling over five years leading to a share...
Persistent link: https://www.econbiz.de/10011107640
In the literature, little attention has been paid to instances where companies add an Internet channel to their direct channel portfolio. However, actively managing multiple sales channels requires knowing the customers’ channel preferences and the resulting channel power. Two key components...
Persistent link: https://www.econbiz.de/10010731388
This paper explores the track of marketing, by referring to the literature, through the advancements in digitalized technological systems particularly Information Technologies (IT), the emergence of a more broadly educated and more discerning consumer with increasing discretionary spending and...
Persistent link: https://www.econbiz.de/10008636480
In this paper the importance of word of mouth for marketing management in the twenty-first century will be discussed. After a short introduction, there will be a focus on the demarcations and problems of traditional marketing. Then, in the third section, word of mouth (WOM) and word-of-mouth...
Persistent link: https://www.econbiz.de/10008800071
The article show’s problem of attracting customers, relevant for almost any type of business. Proposed using of modern Internet technologies - context advertising in search engines. This technology is interesting acquisition rate of return and the relatively inexpensive cost of use.
Persistent link: https://www.econbiz.de/10011107787
Relationship marketing has received much attention in the last two decades from both practitioners and researchers as one of the strategies firms can employ to remain competitive. Despite this attention, little empirical research has been performed about relationship-marketing practices among...
Persistent link: https://www.econbiz.de/10009416891
The paper reports a study in which the turnover and employment generated by the production of Direct Marketing in Sweden is measured. What is generated by the use of Direct Marketing is not reported. First, a basis for defining Direct Marketing is presented, based on purpose with the marketing...
Persistent link: https://www.econbiz.de/10005802492