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  • Search: subject_exact:"Marketing strategy"
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Year of publication
Subject
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Marketing management 18,755 Marketingmanagement 18,715 Marketing 4,630 Consumer behaviour 3,837 Konsumentenverhalten 3,672 Theory 2,421 Theorie 2,418 Relationship marketing 2,416 Beziehungsmarketing 2,367 Brand management 1,926 Markenführung 1,846 Marketing strategy 1,742 Online-Marketing 1,712 Internet marketing 1,695 Deutschland 1,559 Germany 1,553 Strategisches Management 1,237 Social Web 1,236 Social web 1,236 Firm performance 1,117 Unternehmenserfolg 1,116 Strategic management 1,035 Innovation 969 USA 923 Brand image 911 Markenartikel 898 Brand 897 Markenimage 891 International marketing 875 SME 871 KMU 870 United States 861 Advertising 834 Internationales Marketing 818 Marktforschung 813 Werbung 812 Werbewirkung 760 Advertising effects 757 Market research 718 Marketing theory 675
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Online availability
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Undetermined 6,597 Free 2,294 CC license 242
Type of publication
All
Article 13,066 Book / Working Paper 7,330 Journal 59 Other 5
Type of publication (narrower categories)
All
Article in journal 8,896 Aufsatz in Zeitschrift 8,896 Aufsatz im Buch 2,379 Book section 2,379 Hochschulschrift 1,095 Graue Literatur 1,071 Non-commercial literature 1,071 Thesis 941 research-article 809 Lehrbuch 697 Collection of articles of several authors 665 Sammelwerk 665 Textbook 592 Bibliografie enthalten 526 Bibliography included 526 Working Paper 490 Arbeitspapier 488 Case study 432 Fallstudie 432 Aufsatzsammlung 378 Konferenzschrift 201 Ratgeber 175 Guidebook 166 review-article 148 Conference proceedings 134 Reprint 122 non-article 122 conceptual-paper 105 review 105 case-report 102 Glossar enthalten 98 Glossary included 98 Conference paper 85 Konferenzbeitrag 85 Handbook 79 Handbuch 79 viewpoint 59 Collection of articles written by one author 41 Sammlung 41 Fallstudiensammlung 38
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Language
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English 16,205 German 3,850 Undetermined 195 French 73 Polish 41 Russian 33 Hungarian 24 Dutch 15 Spanish 14 Swedish 11 Ukrainian 11 Italian 10 Lithuanian 9 Romanian 6 Bulgarian 4 Portuguese 3 Slovak 3 Serbian 3 Turkish 2 Valencian 1 Czech 1 Danish 1 Finnish 1 Croatian 1 Indonesian 1 Kazakh 1 Macedonian 1 Slovenian 1
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Author
All
Kotler, Philip 99 Bruhn, Manfred 85 Homburg, Christian 67 Meffert, Heribert 62 Sheth, Jagdish N. 51 Pepels, Werner 47 Keller, Kevin Lane 41 Kitchen, Philip J. 40 Kumar, V. 39 Esch, Franz-Rudolf 36 Vrontis, Demetris 36 Kirchgeorg, Manfred 34 Bauer, Hans H. 33 Wiedmann, Klaus-Peter 32 Backhaus, Klaus 30 Tomczak, Torsten 29 Albers, Sönke 28 Piercy, Nigel 28 Kerin, Roger A. 27 Hinson, Robert 26 Lindgreen, Adam 26 Berndt, Ralph 25 Burmann, Christoph 25 Kuß, Alfred 25 Pauwels, Koen 25 Schultz, Don E. 25 Varadarajan, Rajan 25 Di Benedetto, C. Anthony 24 Ferrell, O. C. 24 Hult, G. Tomas M. 24 Hunt, Shelby D. 24 Kleinaltenkamp, Michael 24 O'Cass, Aron 24 Rajagopal 24 Balmer, John M. T. 23 Fritz, Wolfgang 23 Melewar, T. C. 23 Morgan, Neil A. 23 Shankar, Venkatesh 23 Fantapié Altobelli, Claudia 22
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Institution
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American Marketing Association 61 Springer Fachmedien Wiesbaden 49 Books on Demand GmbH <Norderstedt> 17 European Society for Opinion and Marketing Research 17 IGI Global 15 Fördergesellschaft Marketing an der Universität Augsburg 14 Verlag Franz Vahlen 12 Haufe-Lexware GmbH & Co. KG 10 National Bureau of Economic Research 9 De Gruyter Oldenbourg 8 American Management Association 7 Chartered Institute of Marketing 7 Duncker & Humblot 7 Fachhochschule Reutlingen / European School of Business 7 Harvard Graduate School of Business Administration 7 Institut für Betriebswirtschaftslehre des Außenhandels <Wien> 7 NetLibrary, Inc 7 Verlag Dr. Kovač 7 AMACOM 6 DePaul University / College of Commerce 6 Edward Elgar Publishing 6 Information Resources Management Association 6 Uni-Taschenbücher GmbH 6 Volkswirtschaftliche Fakultät, Ludwig-Maximilians-Universität München 6 Campus Verlag 5 Center of Market Oriented Product and Production Management 5 Erasmus Research Institute of Management 5 UVK Verlagsgesellschaft mbH 5 Wiley-VCH 5 Wissenschaftliche Gesellschaft für Marketing und Unternehmensführung 5 Berliner Wissenschafts-Verlag 4 Erich Schmidt Verlag 4 Europäische Kommission / Generaldirektion Wirtschaft und Finanzen 4 INSEAD 4 Internationales Arbeitsamt 4 Macquarie University / Department of Economics 4 OECD 4 Pearson Studium 4 W. Kohlhammer GmbH 4 Academy of Marketing Science / Annual Conference <2016, Orlando, Fla.> 3
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Published in...
All
Journal of business research : JBR 403 Industrial marketing management : the international journal for industrial and high-tech firms 285 European Journal of Marketing 215 Journal of strategic marketing 210 Strategic Direction 195 SpringerLink / Bücher 182 Journal of Consumer Marketing 148 European journal of marketing : EJM 139 Journal of marketing management : MM 139 Journal of marketing communications 135 Marketing Intelligence & Planning 135 Journal of the Academy of Marketing Science 130 Journal of marketing 120 Europäische Hochschulschriften / 5 114 Journal of retailing and consumer services 112 The journal of business & industrial marketing 111 Marketing intelligence & planning 107 Journal of Product & Brand Management 82 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 81 Gabler Edition Wissenschaft 75 International Marketing Review 72 International Journal of Bank Marketing 71 The journal of brand management : an international journal 69 The journal of product & brand management 66 Business horizons 65 Springer eBook Collection 64 Management science : journal of the Institute for Operations Research and the Management Sciences 63 Asia Pacific journal of marketing and logistics 60 Journal of Business & Industrial Marketing 60 Lehrbuch 58 The marketing review 54 Marketing science 52 Journal of marketing research : JMR 51 Psychology & marketing 51 International journal of technology marketing : IJTMkt 50 International marketing review 50 Journal of Services Marketing 49 Journal of research in interactive marketing : interactive marketing and computer-mediated communication 49 Journal of advertising research 48 Journal of global marketing 48
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Source
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ECONIS (ZBW) 18,733 Other ZBW resources 1,461 RePEc 196 BASE 36 EconStor 18 USB Cologne (business full texts) 16
Showing 1 - 50 of 20,460
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Understanding destination marketing processes through film tourism : local and global networks
Nakayama, Chihiro - In: Journal of travel and tourism marketing 41 (2024) 9, pp. 1177-1189
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015183102
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Evaluating the effectiveness of advertising campaigns in the fast-food industry using an analytical engine
Rymarczyk, Paweł; Figura, Ćezary; Wojciechowski, Łukasz - In: European research studies 27 (2024), pp. 126-136
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Collection life cycle analysis : enhancing market strategies through advanced data analytics
Mazurek, Mariusz; Gauda, Konrad; Skrzypek-Ahmed, Sylwia; … - In: European research studies 27 (2024), pp. 14-24
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014543362
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Integrating sustainable development into their marketing strategy : practices of Lebanese agri-food industries
Davidavičienė, Vida; Abou Fayad, Cendrella; Gergess, Marc - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 25 (2024) 1, pp. 24-35
Amidst technological growth and its environmental implications, there's a global push for sustainable development using ethical methods that benefit both the planet and humanity. This underscores a rising corporate trend towards sustainability. Adopting this approach requires fresh methods and...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014636097
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Evolving marketing strategies for Swiss SMEs in the ICT sector : a marketing strategy canvas in support of digital transformation
Meyer, Mona A.; Peter, Marc K. - In: International journal of technology marketing : IJTMkt 18 (2024) 1, pp. 91-112
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Exploring the efficacy of ecolabels as a marketing strategy : insights from the emerging bioplastic packaging market
Baskoro, Muhammad Lahandi; Tjahjono, Benny; Beltran, … - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015339821
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Bibliometric analysis on the application of fuzzy logic into marketing strategy
Rosário, Albérico Travassos; Dias, Joana Carmo; … - In: Businesses 3 (2023) 3, pp. 402-423
Fuzzy marketing considers the degree to which a customer belongs to specific segments and subsequently allows them to be targeted with messages that engage them emotionally. To better understand the application and importance of fuzzy logic in marketing strategy, we developed a systematic...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014413880
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A decision-making model for selecting product suppliers in crop protection retail sector
Ahn, Byungok; Kim, Bo-Young - In: Administrative Sciences : open access journal 13 (2023) 4, pp. 1-17
This study aims to determine the importance of factors affecting supplier selection in the pesticide distribution sector as a global emerging market and present a decision-making model for the corporate marketing strategy. Specifically, a comparative study between suppliers and retail...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014285455
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Illuminating the e-commerce marketing mix : framework development, marketing tool effects on online patronage, and impact of brand equity
Klink, Benjamin - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014288845
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FaceReader as a neuromarketing tool to compare the olfactory preferences of customers in selected markets
Berčík, Jakub; Mravcová, Anna; Sendra Nadal, Esther; … - In: Spanish journal of marketing 29 (2025) 1, pp. 46-64
Purpose The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of customers in the bakery department of a grocery store in the Slovak and the Spanish market....
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015190404
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Social media marketing and brand loyalty : exploring interrelationships through symmetrical and asymmetrical modeling
Ali, Faizan; Suveatwatanakul, Chokechai; Nanu, Luana; … - In: Spanish journal of marketing 29 (2025) 1, pp. 114-135
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Influencer marketing unlocked : understanding the value chains driving the creator economy
Libai, Barak; Rosario, Ana Babić; Beichert, Maximilian; … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 4-28
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015192976
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Influencer marketing effectiveness : a meta-analytic review
Pan, Meizhi; Blut, Markus; Ghiassaleh, Arezou; Lee, … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 52-78
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The key role of market orientation in innovation ambidexterity in agribusiness firms
Corchuelo Martínez-Azúa, María Beatriz; Dias, … - In: Review of managerial science : RMS 19 (2025) 1, pp. 39-65
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194516
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Strategic-hybrid orientations and perceived business performance in medium/high-tech SMEs
Magalhães-Teixeira, Antonio Manuel; Roldán, José L.; … - In: European business review 37 (2025) 1, pp. 49-81
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Der Einsatz der 4 (Marketing) Politiken im Markt für komplementäre und alternative Medizin - eine Literaturanalyse mit Fallbeispielen und Empfehlungen : Essay
Bergmann, Holger - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015173451
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Predictors of social media influencer marketing effectiveness : a comprehensive literature review and meta-analysis
Spörl-Wang, Katja; Krause, Franziska; Henkel, Sven - In: Journal of business research : JBR 186 (2025), pp. 1-15
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015154429
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Responsive and proactive market orientation and hospital financial performance : the mediating effect of service program innovativeness
Dąbrowski, Dariusz; Kukier, Wioletta; Tybińkowska, Anna - In: Journal of entrepreneurship, management and innovation … 21 (2025) 1, pp. 5-23
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015329623
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Exploring marketing strategies in wine tourism : a comparative study of Roussillon and Empordà wine regions
Camprubi, Raquel; Goncalves, Olga - In: International journal of wine business research 37 (2025) 1, pp. 1-26
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Battle of influence : analysing the impact of brand-directed and influencer-directed social media marketing on customer engagement and purchase behaviour
Kumar, Ashish; Rayne, Daniel; Salo, Jari; Yiu, Ching Sophia - In: Australasian marketing journal : AMJ ; official journal … 33 (2025) 1, pp. 87-95
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Franchisees' adoption of omnichannel marketing
Chaney, Damien; Ghantous, Nabil; Chameroy, Fabienne; … - In: Industrial marketing management : the international … 126 (2025), pp. 18-29
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Proposing an integrative scale of digital influence in the context of influencer marketing
Silva, Marianny Jessica de Brito; De Oliveira Campos, … - In: Journal of business research : JBR 189 (2025), pp. 1-20
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Responsible stakeholder engagement marketing
Kumar, Vikas; Hollebeek, Linda D.; Sharma, Amalesh; … - In: Journal of business research : JBR 189 (2025), pp. 1-15
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015399283
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Illuminating the pathway from social media marketing stimuli to skincare brand choice through product effectiveness
Elfi, Elfi; Sihombing, Sabrina O.; Antonio, Ferdi - In: Asia marketing journal 27 (2025) 1, pp. 18-38
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015399225
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Measuring the effect of a brand communication strategy through consumer-generated content : a case study of telecommunication services
Baek, Jiwon; Seo, HaeJin; Song, Tae Ho - In: Asia marketing journal 27 (2025) 1, pp. 61-71
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015399236
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The architecture of marketing leadership : how different structures of marketing presence in the top management team drive new product performance
Mehrabi, Hamed; Chen, Yongjian; Ranaweera, Chatura - In: Marketing intelligence & planning 43 (2025) 1, pp. 181-209
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The effect of perceived brand betrayal on brand hate, avoidance-like and attack-like strategies : a comparative study of customers with/without past negative experiences
Rasouli, Nasrin; Rasoolimanesh, S. Mostafa; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015358875
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Joint dynamic pricing and marketing-mix strategies for revenue management applications with stochastic demand
Schlosser, Rainer; Chenavaz, Régis Y. - In: International transactions in operational research : a … 32 (2025) 3, pp. 1566-1592
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015338223
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Advance selling strategy and pricing decisions with online reviews
Tang, Ming-Zhao; You, Tian-Hui; Cao, Bing-Bing - In: International transactions in operational research : a … 32 (2025) 5, pp. 3108-3137
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015375848
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Acquiring cross-border business customers : the roles of relevance and novelty in online communication
Zhao, Danyang; Wang, Meng; Gu, Flora Fang; Zhuang, Guijun - In: Industrial marketing management : the international … 126 (2025), pp. 1-17
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015386510
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The impact of influencers on brand social network growth : insights from new product launch events on Twitter
Benevento, Elisabetta; Aloini, Davide; Roma, Paolo; … - In: Journal of business research : JBR 189 (2025), pp. 1-15
In the ever-evolving marketing landscape, influencers play a pivotal role in shaping brand perception and expanding social network followings. This study, grounded in Social Network Theory, examines the impact of influencers on brand social network growth during new product launch events....
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015396142
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B2B market segmentation : an analysis of current practices and their implications
Mora Cortez, Roberto; Clarke, Ann Højbjerg; Freytag, Per V. - In: Journal of business research : JBR 189 (2025), pp. 1-15
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015395493
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Advertising in business markets : the obscured bottom-line effect and need for appropriate analytics
Guenther, Peter; Guenther, Miriam; Rahman, Mahabubur; … - In: Industrial marketing management : the international … 126 (2025), pp. 185-196
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015395428
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Unfaithful brands : how brand attachment can lead to negative responses to influencer marketing campaigns
Bentley, Kara; Rajagopal, Priyali; Kulow, Katina - In: Journal of consumer psychology : JCP ; the official … 35 (2025) 2, pp. 169-184
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Export promotion programs and firm performance : linking knowledge, commitment, and market strategy to enhance competitiveness
Heriqbaldi, Unggul; Padilla, Miguel Angel Esquivias; … - In: Journal of open innovation : technology, market, and … 11 (2025) 1, pp. 1-12
This study examines the association between export promotion programs (EPPs) and export knowledge, commitment, and management perception, examining their relationship with export strategy, competitiveness, and performance, especially for firms in international markets. Using data collected from...
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Balancing economic benefits and environmental costs : introducing carbon footprint indicators in tourist market targeting
Gallego, Inmaculada; Font, Xavier; Torres-Delgado, Anna - In: Tourism management : research, policies, practice 107 (2025), pp. 1-13
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Sustainability orientation and post-entry performance : the role of brand and market-oriented capabilities
Frimpong, Kwabena; Adomako, Samuel; Nguyen Phong Nguyen; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015357440
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Transformative marketing education : drivers, outcomes, and research agenda
Kumar, Vikas; Rajan, Bharath; Garg, Vivek - In: Journal of marketing education : JME 47 (2025) 1, pp. 42-60
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015372894
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The enrichment economy : market dynamics, brand strategy, and ethics
Dion, Delphine; Pavlyuchenko, Roman; Prokopec, Sonja - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015374201
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Self-comparing with virtual influencers : effects on followers' wellbeing
Nasr, Lina I.; Mousavi, Sahar; Michaelidou, Nina - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015373257
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Marketing innovations and digital technologies : a systematic review, proposed framework, and future research agenda
Athaide, Gerard A.; Jeon, Jaihyun; Raj, S. P.; Sivakumar, K. - In: The journal of product innovation management : an … 42 (2025) 1, pp. 144-165
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AI in marketing education : capabilities required of marketers today
Weege, Maria; Zweigle, Tanja - 2025
This research explores the transformative impact of Artificial Intelligence (AI) on marketing education. The study emphasizes the necessity for marketing students to acquire skills that enable them to effectively utilize AI throughout the marketing management process. By synthesizing insights...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015401929
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Features of marketing in international pharmaceutical market in the context of digital transformation
Korzh, Marina; Zholudenko, Tatiana - In: Economic forum 15 (2025) 1, pp. 103-115
The pharmaceutical market performs a key function of providing the population with medicines, where marketing is the driving force behind meeting the needs for quality healthcare and requires innovative approaches. The research relevance is determined by technological innovations, alongside the...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015402814
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Identifying positioning axes for building brand equity in cork fashion products
Pires, Paulo Botelho; Oliveira de Sousa, Fabiana; … - In: Central European business review : CEBR 14 (2025) 1, pp. 19-55
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015404139
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The service robot customer experience (SR-CX) : a matter of AI intelligences and customer service goals
Larivière, Bart; Verleye, katrien; De Keyser, Arne; … - In: Journal of service research 28 (2025) 1, pp. 35-56
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015375969
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Agritourism Marketing in Africa : Exploring Digital and Social Media Strategy
Nyagadza, Brighton (ed.); Chigora, Farai (ed.);  … - 2025
Potentials and Challenges of Social Media Marketing Among Agritourism Operators in Nyanyadzi -- Adoption of Agritourism and Technology as a Strategy for Enhancing Sustainable Development of Developing Countries -- Ethical Considerations in the Social Media Marketing of Agritourism in a Pandemic...
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The role of B2B marketing strategy, ICT B2B marketing support, and service quality in market orientation : performance relationship ; evidence from three European countries
Jagodič, Gregor; Milfelner, Borut - In: Cogent business & management 9 (2022) 1, pp. 1-28
The purpose of this study is to evaluate the role of marketing strategy, information communication technology (ICT) marketing support, and service quality in the market orientation-performance relationship. Even though there are many studies considering the market orientation-performance...
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Improving marketing approaches to the energy sector of Kazakhstan for decarbonization
Aizhana, Maldynova; Maira, Davletova; Assel, Ilyas; … - In: International Journal of Energy Economics and Policy : IJEEP 12 (2022) 3, pp. 410-417
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Attitudes of the Indian middle class : a theory of planned behavior approach
Barat, Somjit - In: Athens journal of business & economics : AJBE 8 (2022) 1, pp. 21-42
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012704148
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Does marketing strategy support the sustainability of the school industry? : a case study in Indonesia
Parahiyanti, Cesya Rizkika; Nurmalita, Rosa - 2022
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013415070
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