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The History of Marketing Science
Winer, Russell S (contributor); Neslin, Scott A (contributor) - World Scientific Publishing Co. Pte. Ltd.
. Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are … Management (CRM) <i>(Scott A Neslin)</i></li> <li>Digital and Internet Marketing <i>(Wendy W Moe and David A Schweidel …
Persistent link: https://www.econbiz.de/10011156359
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Service Quality Measurement Using SERVQUAL. An Applied Comparative Study on Customer Perceptions and Expectations under an International Approach
MONGAY, Jorge - In: Expert Journal of Marketing 2 (2014) 2, pp. 82-85
This research uses the methodology Servqual in order to measure the quality of service given by a public university in Barcelona (Spain) to its study abroad students. The analysis explores the results not only from traditional approach based in a expectations versus perceptions point of view but...
Persistent link: https://www.econbiz.de/10011183041
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The use of the brand to build a competitive advantage of contemporary companies
Bochenek, Miroslaw; Pomaskow, Joanna - In: Ekonomia i Prawo 13 (2014) 2, pp. 285-296
The aim of the article was to draw attention to the significance of one of the forms of non-price competition, which is creation of a strong brand. As the modern buyer pays more attention to branded products, the building and strengthening of global brands has become a primary objective of the...
Persistent link: https://www.econbiz.de/10011123288
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Advertising value of mobile marketing through acceptance among youth in Karachi
Syed Akbar, Suleman; Azam, Rehan; Muhammad, Danish - Volkswirtschaftliche Fakultät, … - 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/10011109924
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AN INVESTIGATION OF INFORMATIONAL VERSUS EMOTIONAL ADVERTISING APPEALS DURING LIFE TRANSITIONS
Hadjimarcou, John - In: International Journal of Management and Marketing Research 5 (2012) 2, pp. 55-65
The traditional family life cycle model explains the consumption behavior of individuals and households during a set of temporal periods in consumers’ lives. Yet, these seemingly distinct periods in one’s life may overlook times at which considerable consumer activity takes place,...
Persistent link: https://www.econbiz.de/10011205608
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AN INVESTIGATION OF INFORMATIONAL VERSUS EMOTIONAL ADVERTISING APPEALS DURING LIFE TRANSITIONS
Hadjimarcou, John - In: International Journal of Management and Marketing Research 5 (2012) 1, pp. 55-65
The traditional family life cycle model explains the consumption behavior of individuals and households during a set of temporal periods in consumers’ lives. Yet, these seemingly distinct periods in one’s life may overlook times at which considerable consumer activity takes place,...
Persistent link: https://www.econbiz.de/10011205624
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Stochastic Models of Buyer Behavior
Fader, Peter S.; Hardie, Bruce G. S.; Sen, Subrata - In: The History of Marketing Science
The following sections are included:IntroductionBirthDeathResurrection?AcknowledgmentsReferences
Persistent link: https://www.econbiz.de/10011206353
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Sales Promotions
Ailawadi, Kusum L.; Gupta, Sunil - In: The History of Marketing Science
The following sections are included:IntroductionImmediate market responseLonger-term market response to promotionsRetailer response to trade promotionsPromotion planning, optimization, and targetingDirections for future researchReferences
Persistent link: https://www.econbiz.de/10011206414
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Innovation Diffusion
Muller, Eitan - In: The History of Marketing Science
The following sections are included:IntroductionThe evolution of innovation diffusion researchWhat is next?References
Persistent link: https://www.econbiz.de/10011206471
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Customer Relationship Management (CRM)
Neslin, Scott A. - In: The History of Marketing Science
The following sections are included:IntroductionFrameworkHistorical development of the components of CRMAn illustrative history of CRM applicationsSummary and what nextReferences
Persistent link: https://www.econbiz.de/10011206509