marketing using original research with a typical European society. Bourdieu's field‐capital theory proposes that people acquire … behaviour as social competition implies that new segmentation approaches may yield successful marketing outcomes, and opens …‐capital theory to marketing are present in the literature. It is hoped that this work addresses an important area, and one that is …

have focused on the brand personality of conventional product brands, the new boundaries of marketing obviously necessitate … place brand personalities is considered a major contribution of this research to the marketing literature.  …

This article examines two common marketing terms: product positioning and product differentiation. Many authors use … these terms interchangeably, yet most marketing texts treat product positioning and product differentiation as two separate …

Purpose – The purpose of this paper is to examine the role of marketing in the economic growth and competitive …/methodology/approach – It is based on a review of a selection of literature that highlights past and current perspectives of marketing … provides directions for future research into issues of inclusive marketing policies and strategies – i.e. strategies that …

‐profit environmental organisations and the costs and benefits of the Internet as a marketing and communications tool. Aims to ascertain … organisations. Overall the organisations within the sample have indicated that the Internet is a low cost, high benefit marketing …

– The development of the project demonstrates the practical and marketing benefits of collaboration by academic librarians …

model of the boundary‐spanning functions and processes underpinning value marketing for strategic university …

Purpose – This paper aims to analyse the movement in the focus on customers within service management and marketing … right and as a concept within service marketing and management theory. Findings – Experience has increasingly been a concept … that has replaced quality in service marketing theories. However, an independent experience economy paradigm has also …

Purpose – The purpose of this paper is to contribute to the on‐going cultural turn in retail marketing by offering an … conceptually, methodologically and substantively to the field of retail marketing. Design/methodology/approach – This paper is … based on a literature review of socio‐cultural retail studies in marketing, cultural geography, sociology, and anthropology …