Results 271 to 280 of about 7,379,323 (345)
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Brand Spillover as a Marketing Strategy
Management Sciences, 2021When a weak-brand firm and a strong-brand firm source from a common contract manufacturer, the weak-brand firm may advertise this relationship to promote its own product. This paper investigates whether the weak-brand firm should use such brand spillover
Xiaole Wu, Fuqiang Zhang, Yu Zhou
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Australasian Marketing Journal, 2022
Increasing environmental challenges together with irresponsible consumption and production practices call for marketing research focused on sustainability.
R. Voola +4 more
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Increasing environmental challenges together with irresponsible consumption and production practices call for marketing research focused on sustainability.
R. Voola +4 more
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, 2021
In the last fifty years, marketing theory and practice has made significant advances toward becoming more scientific and rigorous. This paper reviews significant past developments in marketing strategy, consumer behavior, and marketing analytics.
J. Sheth
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In the last fifty years, marketing theory and practice has made significant advances toward becoming more scientific and rigorous. This paper reviews significant past developments in marketing strategy, consumer behavior, and marketing analytics.
J. Sheth
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Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision
International journal of Rural Development Environment and Health Research, 2021The current study aimed to examine pricing strategies as a determining factor in influencing consumer behavior. The present research applied quantitative research method via adapting questionnaire from academic sources.
B. Ali, G. Anwar
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The TQM Journal, 2020
PurposeThis paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation.Design/methodology/approachQualitative research based on exploratory in-depth interviews with industry experts currently working with ...
Theresa Eriksson +2 more
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PurposeThis paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation.Design/methodology/approachQualitative research based on exploratory in-depth interviews with industry experts currently working with ...
Theresa Eriksson +2 more
semanticscholar +1 more source
Journal of Historical Research in Marketing, 2012
PurposeThe purpose of this paper is to organize the semantics jungle of marketing strategy approaches, terms and concepts into a logically coherent framework using the history of marketing thought to inform current marketing research and practice.Design/methodology/approachThe paper takes the form of an intensive literature review tracing the three ...
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PurposeThe purpose of this paper is to organize the semantics jungle of marketing strategy approaches, terms and concepts into a logically coherent framework using the history of marketing thought to inform current marketing research and practice.Design/methodology/approachThe paper takes the form of an intensive literature review tracing the three ...
+4 more sources
2015
Marketing strategies are reviewed both in an external (i.e. ‘Market Power School’) and internal (i.e. ‘Resource Based View’) perspective. Focus will be put on marketing strategies based on market driving capabilities and resources. A model of competitive strategies will then be presented in a circular perspective, considering the shifting nature of ...
Valdani, Enrico, Arbore, Alessandro
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Marketing strategies are reviewed both in an external (i.e. ‘Market Power School’) and internal (i.e. ‘Resource Based View’) perspective. Focus will be put on marketing strategies based on market driving capabilities and resources. A model of competitive strategies will then be presented in a circular perspective, considering the shifting nature of ...
Valdani, Enrico, Arbore, Alessandro
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Content marketing strategy of branded YouTube channels
, 2020As content marketing becomes a viable approach to build brands and connect with consumers, this study assessed top brands’ content marketing strategy on branded YouTube channels via content analysis.
Rang Wang, Sylvia M. Chan-Olmsted
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Journal of Relationship Marketing, 2020
This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance.
M. Mulyana +3 more
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This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance.
M. Mulyana +3 more
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Strategic marketing, marketing strategy and market strategy
AMS Review, 2015In the lead article of this issue, Hunt (2015) provides an exposition of how the resource-advantage (R-A) theory undergirds the sixteen foundational premises of marketing strategy advanced in Varadarajan (Journal of the Academy of Marketing Science, 38 (2), 119-140, 2010).
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