. Drucker goes on to discuss: the post-war period as a diffusion of American management technology, British companies, major … of European countries on the world economy, marketing as a structural concept, his belief that there will be no world … publishing, and small family-owned Italian businesses as the best examples of marketing. …

For two reasons, Business-to-Business (B2B) marketers face greater challenges in measuring return on marketing …, marketing efforts take a longer time to build a business relationship. A significant challenge for managers in business …-to-business markets is deciding how to allocate limited marketing resources across various customers and accounts. Typically, these …

Management of brand equity has come to be viewed as critical to the optimal long-term performance of a brand. In the … our empirical investigation. Using these tracked measures, we also study the impact of marketing actions such as … without increasing the total marketing budget that can increase the long-term profitability of the brands. In the third essay …

. The objective of this study is to examine the role marketing plays as firms expand globally. In particular, we focus on … used to seek convergent validity for our hypotheses. We find that marketing joint ventures are more likely to be acquired …. Also, a firm with prior international joint ventures is more likely to acquire its marketing joint venture. This study has …

consumer expertise, consumer needs from the product, perceived purchasing risks, and changes in the marketing environment, to … method is more in line with actual marketing implementation plans and consumer response to such tactics, (2) our model is …