Misunderstood or lacking legitimacy? [PDF]
, 2007 In spite of the rising interest in marketing within professional service firms in the last twenty years, past research has identified a reluctant acceptance and application of marketing within these organisations.
Cohen, G, Sims, D
core +6 more sources
Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey [PDF]
, 2022 Fundamental shifts in business-to-business (B2B) buying behavior make digital content marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full potential, as a customer-centric marketing approach.
Terho Harri +3 more
core +1 more source
Consumers’ response to ambush marketing activities [PDF]
, 2012 Owing to the high sponsorship fees and category exclusivity of sponsorship rights in the major events, ambush marketing activities are increasingly planned and practiced in order to capitalize on the benefits associated with the event.
Liu, Ran
core +6 more sources
Marketing images and consumers' experiences in selling environments [PDF]
, 2006 In a well-functioning market, consumers exert choices not just in purchases of products but also in selections of locations to enjoy shopping. Scholarly research has demonstrated that retail atmospheres impact on shoppers’ pleasurable shopping ...
Dennis, C, Newman, A, Zaman, S
core +6 more sources
Impact of online marketing activities on consumers' online purchase intentions in the Australian retail sector [PDF]
, 2023 Business platforms worldwide use online marketing tools extensively to market their goods and services. Most marketers and advertisers use this 21st century innovation as their standard operating procedure, as it is known to augment customer purchase ...
Hussain, Syed Ibrar
core +1 more source
The production and consumption activities relating to the celebrity artist [PDF]
, 2015 This paper considers the impact of the celebrity artist on the associated production and consumption activities. It also considers the role which entrepreneurial marketing plays in helping to create the celebrity artist aura. The artist Thomas Kinkade is
Ian Fillis, Fillis, IR, Fillis, Ian
core +1 more source
THE PERCEIVED VALUE OF BRAND BUILDING: DO SMALL AND MEDIUM ENTERPRISES IN SOUTH AFRICA RECOGNISE ITS VALUE? [PDF]
Eurasia: Economics & Business, 2023 Branding is a crucial resource for small and medium-sized enterprises (SMEs). The aim was to explore SME owners’ perceptions of branding, and to determine whether these perceptions had an impact on the marketing focus of the enterprise.
Wiid J.A., Cant M.C.
doaj
INNOVATION PROGRAMS MODELS: Design and management
Revista Estudos e Pesquisas em Administração, 2019 Projetos de inovação podem desenhar, desenvolver e implementar uma abordagem prática e estruturada, com o objetivo de criar um modelo gerencial de inovação.
Joaquin Jose Carvalho Proença
doaj +1 more source
Technology-driven online marketing performance measurement: lessons from affiliate marketing [PDF]
, 2014 Although the measurement of offline and online marketing is extensively researched, the literature on online performance measurement still has a number of limitations such as slow theory advancement and predominance of technology- and practitioner-driven
Bowie, David +2 more
core +1 more source
Introducing a New Banking Product Development Model based on Seed Marketing [PDF]
تحقیقات بازار یابی نوین, 2022 In this study, we seek to answer the question of what are the influential factors and indicators on the development of a new product based on seed marketing in the banking industry.
Nasser Hamidi +2 more
doaj +1 more source