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Role of innovation and architectural marketing capabilities in channelling entrepreneurship into performance

Santos Vijande, María Leticia; López Sánchez, José … - In: Journal of innovation & knowledge : JIK 7 (2022) 2, pp. 1-13

and foster innovation capability, directly and indirectly, through networking and market learning. Innovation capability …

Persistent link: https://www.econbiz.de/10013166696

Marketing Communications Model for Innovation Networks

Correia, Tiago João; Mateus, Américo; Leonor, Susana - 2015

Innovation is an increasingly relevant concept for the success of any organization, but it also represents a set of … internal and external considerations, barriers and challenges to overcome. Along the concept of innovation, new paradigms … emerge such as open innovation and co-creation that are simultaneously innovation modifiers and intensifiers in organizations …

Persistent link: https://www.econbiz.de/10014131990

Experiential Marketing to Increase Net Marketing Contribution Margin (NMCM) Through Customer Value

Khotimah, Khusnul - 2018

Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company.Methodology/Technique – This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return....

Persistent link: https://www.econbiz.de/10012926713

Stealth Marketing : How to Reach Consumers Surreptitiously

Kaikati, Andrew - 2009

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by...

Persistent link: https://www.econbiz.de/10013160326

The Competitive Success of the Brand : A New Management and Marketing Approach

Danciu, Victor - 2007

A brand management framework is routinely advocated in gaining market share leadership within a product market, with consequent advantages accruing to the leading brand. Such a marketing-mix-based approach often fails to explain the absolute dominance of a leader over all other brands,...

Persistent link: https://www.econbiz.de/10012729493

Marketing Strategies of Services and Purchasing Incentives in Asia

Al. R., Firend - 2018

Objective – This research explores the changing mechanism in the relationship between retailers and consumers whereby consumers face higher-prices due to inflation while their earnings, and thereby their disposal income, does not simultaneously increase. Methodology/Technique – An...

Persistent link: https://www.econbiz.de/10012909380

Mixed-Strategies of Marketing in BBTF : Seller Persuasion Towards Prospective Buyers

Ginaya, Gede - 2019

Objective - This paper examines the performance of the Bali & Beyond Travel Fair (BBTF) 2018, an event whereby buyers and sellers meet to negotiate on travel and tourism businesses at the Bali Nusa Dua Convention Centre (BNDCC). The study also explains the marketing strategies being used,...

Persistent link: https://www.econbiz.de/10012890670

Marketing Mix and Brand Sales in Global Markets : Examining the Contingent Role of Country-Market Characteristics

Bahadir, S. Cem - 2014

distribution and price have the largest impact in emerging and developed countries respectively; product innovation and advertising …

Persistent link: https://www.econbiz.de/10013040392

Advertising Value of Mobile Marketing Through Acceptance Among Youth in Karachi

Akbar, Suleman; Azam, Rehan; Danish, Muhammad - 2012

The purpose of this paper is to investigate the key influencing factors towards mobile marketing acceptance among youth in Karachi. It further analyzes the impact of mobile marketing acceptance on its advertising value. To achieve the objective of this study a convenient sample of 247...

Persistent link: https://www.econbiz.de/10014164340

How Salary Receipt Affects Consumers' Regulatory Motivations and Product Preferences

Mishra, Himanshu; Mishra, Arul; Nayakankuppam, Dhananjay - 2010

In this article, we find that consumer preferences change as a function of one's temporal distance from the receipt of the last salary. We propose and test that when consumers have just received their salary (we call this the near-salary condition) they exhibit promotion motivations in their...

Persistent link: https://www.econbiz.de/10014045761

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