Showing 9,571 - 9,580 of 9,587
Purpose – This paper seeks to gain an understanding of how different consumer conceptualisations in marketing may lead to negative outcomes. Every profession has its grand vision. The guiding vision for most marketing professionals is customer orientation. Of course, reality is more complex...
Persistent link: https://www.econbiz.de/10014724334
Introduces the concept of facet meta theory for the development of marketing theories proposes that this technique is effective in that it leads to systematic formulation of hypotheses, the definition an design of multivariate marketing studies and the analysis of data. Applies the facet...
Persistent link: https://www.econbiz.de/10014725240
The development of market oriented strategies and marketing programs in the Czech Republic has been hampered by a lackof understanding by managers of what these concepts mean. A study of “old state enterprises” clearly suggests that until dramatic changes are made in transforming...
Persistent link: https://www.econbiz.de/10014725477
Over the last decade, considerable emphasis has been placed on the importance of relationship marketing. The re‐orientation of marketing has been at the expense of the traditional approach to marketing, that is transaction marketing (the “4Ps”). However, others conclude that transactional...
Persistent link: https://www.econbiz.de/10014759723
Purpose – The aim of the paper is to study the degree of independence of customers' portfolio concentration measure from the pricing policy adopted by rating agencies. Design/methodology/approach – The paper tests different measures of customers value (revenues or profits and customer...
Persistent link: https://www.econbiz.de/10014760020
Purpose – The purpose of this paper is to examine whether corporate social responsibility (CSR) activities of the firm affect poor captive consumers’ repurchase intentions, and whether or not CSR activities may moderate established relationships that drive repurchase intentions....
Persistent link: https://www.econbiz.de/10014760880
The connections between political parties, the electorate (individual voters) and society at large, that may be achieved through applying marketing is an important area in need of research. Understanding such connections is vitally important for effective and efficient use of marketing in...
Persistent link: https://www.econbiz.de/10014721992
This paper examines visual representation in marketing communication from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical race theory. An ontological approach is offered as an alternative to phenomenologically based approaches in marketing...
Persistent link: https://www.econbiz.de/10014722020
Considers the past, present and future of marketing. Whimsically but not without seriousness, concludes that marketing faces something of a Y2K problem. Indeed, as the next millennium begins, concludes that, though the marketing concept may survive, the marketing function itself is dead....
Persistent link: https://www.econbiz.de/10014722026
Societal marketing emerged in the early 1970s, promising a more socially responsible and ethical model for marketing. While the societal marketing concept has attracted its adherents and critics, the literature on societal marketing has remained sketchy and underdeveloped, particularly with...
Persistent link: https://www.econbiz.de/10014722027