are extremely small. Resonance marketing can enable a small business to find new market niches and charge premium prices …. The advantages of using resonance marketing to target micro-niches are discussed. The organizations that will thrive in … requires using resonance marketing and going after several micro-niches rather than staking everything on one large market …

This is the introductory section of our forthcoming book on Humanistic Marketing, part of the Palgrave Macmillan Series …

Marketing is a system, a value, a complex. Marketing is a behavioral, interpersonal and cultural concept. The value of … total marketing is the value of the exchange of signs, labels, recognition, identity, trends, time and comfort. Contextual …. Marketing brings to the market a holistic system, the whole complex not just a part or a process. Conceptual marketing deals …

commerce on organisational structure, brand architecture, and IT structure. The results of a survey among 49 Chief Marketing … enhance the dependence of the marketing-related IT structure on changes in brand architecture …

orientation in enhancing marketing performance through inserting the techno-resonance innovation capability and product … innovativeness as factors to leverage marketing performance. Five hypotheses were developed and tested in a sample frame of 121 SMEs …-resonance innovation capability in two folds. Firstly, a techno-resonance innovation capability is proved as a mediator of marketing …

The importance of marketing capabilities continues to grow yet research remains concentrated in developed markets …. Although several researchers provide evidence of the influence of marketing capabilities on market performance, very little of … similar evidence exists in the digital marketing domain. Empirical evidence of the impact of digital marketing capabilities on …

Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment …; therefore, it is important to pay sustained attention to every component of a given museum's marketing communication. Changes …, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert …

solutions to market imperfections through innovative products and services and through effective marketing models. Against this … backdrop, the present paper aims to investigate the correlations between sustainable entrepreneurship and the marketing types … articulated by the Contemporary Marketing Practices (CMP) research program, relying on a questionnaire-based survey conducted with …