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Allan, David; Tryce, Stephanie A. - In: International journal of sports marketing & sponsorship 17 (2016) 4, pp. 333-348

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Measuring the effectiveness of branded content across television and digital platforms : how to align with traditional marketing metrics while capturing what makes branded content...

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Perspektiven in der TV-Vermarktung

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Coordinating on Reducing Advertising: Carbonated Soft Drinks Industry and Combating Obesity

Berning, Joshua P.; McCullough, Michael - Agricultural and Applied Economics Association - AAEA - 2011

Replaced with revised version of paper 06/08/11.

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Dynamic marketing capabilities in intercultural environment

Mitręga, Maciej; Wieczorek, Anna L. - In: Eurasian business perspectives : proceedings of the …, (pp. 145-157). 2020

chapter, we contribute to emerging knowledge on dynamic capabilities (DCV) in marketing in several ways. Firstly, we identify … propose our own definition of so-called dynamic marketing capabilities (DMC) which is aligned with DCV in strategy research as … well as with prior typologies of marketing resources and capabilities. Thirdly, we present results of own qualitative …

Persistent link: https://www.econbiz.de/10012793726