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Macromarketing the time is now

Wooliscroft, Ben - In: Journal of macromarketing 40 (2020) 2, pp. 153-155

Persistent link: https://www.econbiz.de/10012213751

The evolution and investigation of markets, macromarketing and systems : a special issue in honor of Roger Layton

Wooliscroft, Ben - In: Journal of macromarketing 44 (2024) 2, pp. 328-331

Persistent link: https://www.econbiz.de/10014584735

Re-inventing wroe?

Wooliscroft, Ben - In: Marketing theory 8 (2008) 4, pp. 367-385

Persistent link: https://www.econbiz.de/10009870694

Marketing theory as history

Wooliscroft, Ben - In: Marketing theory 11 (2011) 4, pp. 499-501

Persistent link: https://www.econbiz.de/10009870769

A history of brand misdefinition – with corresponding implications for mismeasurement and incoherent brand theory

Gaski, John F. - In: Journal of Product & Brand Management 29 (2020) 4, pp. 517-530

Purpose: This paper aims to dissect conceptual and semantic issues surrounding the word “brand.” Theoretical, operational and practical concerns resulting from the term’s use and misuse are exposed, some derived managerial problems are highlighted, and alternatives for resolving the...

Persistent link: https://www.econbiz.de/10012278885