Context into text into context: marketing practice into theory; marketing theory into practice [PDF]
Marketing Intelligence and Planning, 2015 Purpose– The purpose of this paper is to explore the dynamics of marketing practice and theory in arguing that much of the dislocation between strategy and practice is due to the inheritance and internalisation of often impractical but persistently dominant, tacit Cartesian assumptions.Design/methodology/approach– This paper uses case methodology to ...
Michel Rod, Terry Smith, Sid Lowe
exaly +3 more sources
Ensuring safety of the use of transport enterprises’ resources participating of air carriers’ international alliances [PDF]
E3S Web of Conferences, 2021 The basis for the formation of an effective mechanism for ensuring the sustainable development of transport enterprises in the field of air passenger transportation should be the requirements of strategic orientation to flight safety standards.
Zhovnovach Ruslana +4 more
doaj +1 more source
Relationships Marketing, as a New Direction of a Marketing Theory
Ekonomika, 1999 The interest in relationships marketing has grown in recent years and is now beginning to take center stage in marketing thought and research. Relationships marketing covers the whole spectrum of marketing’s sub-disciplines and also integrates concepts ...
Angelė Kėdaitienė
doaj +4 more sources
17 years of service-dominant logic: Vargo and Lusch’s contributions
Business: Theory and Practice, 2021 This article aims to examine the contribution of Vargo and Lusch (V&L) to service-dominant logic (S-D logic) thinking from the first time it appeared until now.
Alexander Joseph Ibnu Wibowo +3 more
doaj +1 more source
Corporate Rebranding and Its Meaning – Theory Perspective
Problemy Zarządzania, 2021 Purpose: The purpose of this article is to introduce the theoretical conditions related to corporate rebranding issues – in the perspective of marketing theory, management theory and organizational theory, through literature analysis (both Polish and ...
Barbara Mróz-Gorgoń, Michael Haenlein
doaj +1 more source
Strategic Management of the Malaga Brand through Open Innovation: Tourists and Residents’ Perception
Journal of Open Innovation: Technology, Market and Complexity, 2022 Territory brands are vehicles for transmitting the attributes that identify a geographical setting, they facilitate market positioning and can contribute to generating an opinion that determines the promotion strategies of a place.
Elena Cruz-Ruiz +3 more
doaj +3 more sources
Marketing Plan Design for Classified Website Based on Big Data [PDF]
E3S Web of Conferences, 2020 With the background of big data, it is getting better and better for the marketing environment of classified information websites. Meanwhile, society is progressing, and the traditional marketing model is bound to develop and change, ranging from the ...
An Chenyao
doaj +1 more source
Journal of Applied Marketing Theory, 2023 We welcome you to the current issue of the Journal of Applied Marketing Theory. The objective of Journal of Applied Marketing Theory (JAMT) is to provide a reputable platform for publishing academic research that advances marketing knowledge and offer ...
Tulay Girard, Melek Anitsal
doaj +3 more sources
Implementation of innovative marketing technologies for higher efficiency of the marketing communication complex [PDF]
SHS Web of Conferences, 2019 The authors analyzed the basic trends in development of marketing communications in Ukraine and defined efficient innovating marketing methods, one of which is neuromarketing.
Syvolovska Olena +3 more
doaj +1 more source
Practical aspects of assessing the efficiency of the modern system of public procurement in Ukraine [PDF]
Problems and Perspectives in Management, 2018 The issue of reforming the institute of state (public) procurement is one of the key directions of the modernization of the administrative sector of our state.
Bohdan Dmytryshyn +4 more
doaj +1 more source