role of marketing and the shift of roles in its processes in order to show the urge to become familiar with the spirit of … open innovation and rethink marketing strategy in this emerging reality. …

This paper assesses empirically the relationship between marketing expenditures and sales in the premium car segment in … marketing expenditures at a monthly basis for the years 1998 to 2007. The richness of our data in the time dimension allows for …. We find a robust positive marketing-sales relationship, even after common characteristics of the product life cycle have …

-sensuelle Ansprache erhöhen zudem die Bedeutung von Mobile Marketing für die Erzeugung von Markenerlebnissen. Aktuelle Studien im Bereich … Mobile Marketing bestätigen die generelle Akzeptanz von mobilen Inhalten und identifizieren den wahrgenommene … kontinuierlichen Nutzung unterstützen und aufgrund der positiven Erlebniserfahrung zudem ermöglichen, Mobile Marketing verstärkt zur …

Zaccour (2008) investigates the behaviour of a marketing channel where firms invest in advertising to increase brand …

future. Companies could employ content marketing through social media in order to reach these customers. Due to the different …