Results 321 to 330 of about 10,278,822 (344)

The influence of social media marketing activities on customer loyalty

Benchmarking : An International Journal, 2018
PurposeThe purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context.Design/methodology/approachThe study surveyed 371 students ...
Mayank Yadav, Z. Rahman
semanticscholar   +1 more source

Redefining Marketing Activity

Journal of Management in Engineering, 1991
This article identifies the three marketing conditions that exist in the architectural/engineering (A/E) marketplace. These three conditions are reactive, interactive, and progressive. Proactive marketing, so often used to define a firm’s marketing activity, includes both interactive and progressive activities.
openaire   +2 more sources

Marketization and alienation in academic activity

2013
Across the world academic institutions are being questioned by their stakeholders and pressured to change. Answering these questions requires that academics and professional managers in universities think about their work, its value and organisation.
Sonja Grönblom, Johan Willner
openaire   +3 more sources

Activating the Marketing Multiplier

2014
Accelerating the economy by using the existing market system and generating a marketing multiplier is not only reasonable but also a necessary activity in poor economic times. When our economy experienced the greatest recession of modern times, the government bailed out the auto industry, the housing industry, and Wall Street.
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Dispersion of marketing activities in business-to-business firms

The journal of business & industrial marketing, 2019
Purpose The purpose of this paper is to explore the manifestations and the effects of the dispersion of marketing activities (DoMA) in business-to-business (B2B) firms.
Marie Blachetta, M. Kleinaltenkamp
semanticscholar   +1 more source

Beyond global marketing and the globalization of marketing activities

Management Decision, 2002
The topic of this article is the term “global marketing” and the phenomenon of the “globalization” of marketing activities. Global marketing is a theoretical concept that in a managerial context is hardly applicable. Global marketing and the globalization of marketing activities have become a cliché among marketing scholars and marketing practitioners.
openaire   +2 more sources

The impact of marketing activities on service brand equity: The mediating role of evoked experience

, 2018
This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE).
R. Kumar, Satyabhusan Dash, N. Malhotra
semanticscholar   +1 more source

Linking social media marketing activities with brand love: The mediating role of self-expressive brands

Kybernetes, 2017
Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM ...
R. Algharabat
semanticscholar   +1 more source

Do brands’ social media marketing activities matter? A moderation analysis

Journal of Retailing and Consumer Services, 2022
Imran Khan
semanticscholar   +1 more source

Impact of perceived social media marketing activities on brand and value consciousness: Roles of usage, materialism and conspicuous consumption

, 2018
This research investigates the impact of perceived social media marketing activities on brand- and value consciousness. It further examines the effect of social media usage on materialism, brand consciousness and conspicuous consumption, as examining ...
A. Ismail, B. Nguyen, T. Melewar
semanticscholar   +1 more source