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
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Marketing-as-practice : A framework and research agenda for value-creating marketing activity
, 2022 This paper draws on practice theory and a review of practice theoretical studies in marketing, management, consumer, and markets research to advance our knowledge of marketing as a value-creating activity within firms.
Bernard Cova +11 more
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Comparative Economic Research, 2020 In the information age, the role of higher education as a factor of social progress is increasing. The competition among higher education institutions is also growing.
Artur Kisiołek +2 more
doaj +1 more source
Estimation of the marketing potential of industrial enterprises in the period of re-engineering of business processes [PDF]
Problems and Perspectives in Management, 2018 Activity of business entities requires a constant increase in the level of their economic potential and the level of competitiveness of the products on the market.
Leonid M. Taraniuk +2 more
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MANAGEMENT OF GLOBAL MARKETING COMMUNICATIONS IN THE CONTEXT OF INTERNATIONAL BUSINESS
Economics & Education, 2020 The spread of global marketing communications in the context of business management is caused by the need of companies to adjust strategies to the technological era of digitalization.
Yegor Shevtsov, Tatiana Obolenska
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Peculiarities of marketing activities in the creative economy [PDF]
Економічний вісник Державного вищого навчального закладу Український державний хіміко-технологічний університетThe article examines the problems of creativity of economic activity in the context of its marketing component and proposes measures for the formation and development of creative marketing of organizations. These requirements are important in view of the
Vitalii Blahoi, Alevtina Pakulina
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Prioritising marketing activities in different types of marketing functions [PDF]
Total Quality Management & Business Excellence, 2016 Marketing functions (MFs) differ in how they practise marketing roles. The purpose of this article is to differentiate between MFs that practice marketing roles in a particular manner and then study how these different types of MFs differ with regard to the marketing roles’ effect on business performance (BP) and top management's respect.
Martensen, Anne, Mouritsen, Jan
openaire +2 more sources
Critical social marketing - The impact of alcohol marketing on youth drinking: Qualitative findings [PDF]
, 2010 This paper presents findings from qualitative research, in the form of 1-1 interviews with marketing practitioners and focus groups with young people, as part of a study examining the cumulative impact of alcohol marketing communications on youth ...
Hastings, Gerard +3 more
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Do Offline and Online Marketing Go Hand in Hand?:Cross-channel and Synergy Effects of Direct Mailing and Display Advertising [PDF]
, 2020 Despite the rise of digital, direct mailing as a marketing communication tool remains relevant and widely applied in practice. Nevertheless, research into the effectiveness of direct mailing in the online environment is scant.
Lesscher, Lisan +6 more
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Organization and effectiveness of marketing management of agricultural commodity producers under non-cooperative marketing: the experience of Ukraine [PDF]
Problems and Perspectives in Management, 2018 Under reducing domestic demand for food in Ukraine and increasing dependence on the world food market, a significant part of quasi-price rent from its sale is assigned by intermediary exporters, thus reducing the welfare of domestic commodity producers ...
Oksana H. Penkova +4 more
doaj +1 more source