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The emergence of marketing in Millennial new ventures
Lingelbach, David; Patino, Anthony; Pitta, Dennis A. - In: Journal of Consumer Marketing 29 (2012) 2, pp. 136-145
. Originality/value – Previous theoretical models at the marketing/entrepreneurship interface have not focused on the unique …Purpose – The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which … explains how marketing emerges in startups founded by members of the Millennial generation. Design …
Persistent link: https://www.econbiz.de/10014848946
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Strategic brand venturing: an intersectional idea
van Rensburg, Deryck J. - In: Management Decision 51 (2013) 1, pp. 200-219
: entrepreneurship, strategic management, and marketing. Design/methodology/approach – An emerging development among large CPG firms … known for their branding and marketing prowess has been to create dedicated brand/consumer venturing units (e.g. Coca … corporate entrepreneurship opportunity that has hitherto received scant/no attention in the literature. A conceptual model is …
Persistent link: https://www.econbiz.de/10014933327
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Contextual marketing
Deacon, Jonathan H.; Harris, Jackie - In: Journal of Research in Marketing and Entrepreneurship 13 (2011) 2, pp. 146-160
research at the marketing/entrepreneurship interface. Findings – A model is produced that outlines a development of one of the … four perspectives (as an outcome of the Charleston Summit) of research at the marketing/entrepreneurship interface and …Purpose – The purpose of this paper is to propose a conceptualisation of the components of contextual marketing (CM …
Persistent link: https://www.econbiz.de/10014902634
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Entrepreneurial marketing: conceptual exploration and link to performance
Solé, Mar - In: Journal of Research in Marketing and Entrepreneurship 15 (2013) 1, pp. 23-38
Purpose – Marketing and entrepreneurship have been recognized as having significant interrelations, and to get … they stress, and extends on marketable entrepreneurship (ME), entrepreneurial marketing (EM) and entrepreneurial marketing … the synergies between both marketing and entrepreneurship on performance through two distinct paths: improved marketing …
Persistent link: https://www.econbiz.de/10014902761
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Customer‐oriented organizations: a framework for innovation
Mukerjee, Kaushik - In: Journal of Business Strategy 34 (2013) 3, pp. 49-56
Purpose – The purpose of this paper is to acknowledge the importance of customer orientation in business organisations. The paper adopts a practical approach and delves into the relevant issues to present a conceptual framework and the steps that organisations could use to become...
Persistent link: https://www.econbiz.de/10014847393
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Mass‐customisation in marketing: the consumer perspective
Bardakci, Ahmet; Whitelock, Jeryl - In: Journal of Consumer Marketing 20 (2003) 5, pp. 463-479
This paper addresses the issue of mass‐customisation from the point of view of consumer demand. It aims to develop a framework to examine the demand side of the mass‐customisation equation which will allow researchers to identify whether a market of customers who are ready for...
Persistent link: https://www.econbiz.de/10014848345
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Misplaced marketing Misplaced fears of off label prescription drug marketing
Galloway, Chester S. - In: Journal of Consumer Marketing 20 (2003) 6, pp. 513-515
such “off label marketing” practices except under very narrow conditions.  …
Persistent link: https://www.econbiz.de/10014848349
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Giving to charity: questioning the donor decision process
Hibbert, Sally; Horne, Suzanne - In: Journal of Consumer Marketing 13 (1996) 2, pp. 4-13
Notes that changes in the charity environment mean that fundraisers need to increase income from donations. Argues that to move forward donor behavior research needs to look not only at “why” people make donations but also at the process of “how” donations are made. Proposes that...
Persistent link: https://www.econbiz.de/10014849138
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A response to Koku’s comments on Alpert, Wilson and Elliott’s article on price signaling
Alpert, Frank - In: Journal of Consumer Marketing 13 (1996) 6, pp. 59-62
In a comment in a 1995 issue of the Journal of Consumer Marketing, Paul Koku criticizes an article in a 1993 issue of … the Journal of Consumer Marketing, “Price signaling: does it ever work?”, by Alpert, Wilson and Elliott. In this response … to Koku’s comment, it is argued that, although Koku views price signaling strictly as a borrowed concept, marketing is a …
Persistent link: https://www.econbiz.de/10014849163
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Older markets and the new marketing paradigm
Wolfe, David B. - In: Journal of Consumer Marketing 14 (1997) 4, pp. 294-302
Highlights the general inattention to human development in marketing research and practice, especially in research and … marketing concerned with older consumers. Describes a new approach to marketing based on human development.  …
Persistent link: https://www.econbiz.de/10014849189