Search Results - person:"Mulhern, Frank"

Rethinking Retail : A Marketer's Guide to Decoding Consumer Preference through Data Analytics

Block, Martin; Mulhern, Frank; DeGaris, Larry; Schultz, … - 2025 - 2nd ed. 2025.

Chapter 1: A Holistic Model of Retail Marketing and Communications -- Chapter 2: Understanding Retail Consumers -- Chapter 3: Understanding Consumer Behaviors -- Chapter 4: Artificial Intelligence Applications -- Chapter 5: Privacy and Data Sharing -- Chapter 6: Manufacturer Relationships and...

Persistent link: https://www.econbiz.de/10015408955

The power of synergy to reinvent IMC education

Kerr, Gayle; Mulhern, Frank; Viswanathan, Vijay; … - In: Journal of marketing communications 30 (2024) 2, pp. 188-200

Persistent link: https://www.econbiz.de/10014529341

Thirty years and "I'm still lovin' it!" : brand perceptions of McDonald's among generation Y and generation Z consumers in China

Zhang, Bowen; Mulhern, Frank J.; Wu, Yingying; Xu, Margaret - In: Asia Pacific journal of marketing and logistics 34 (2022) 5, pp. 906-921

Persistent link: https://www.econbiz.de/10013390842

Thirty years and “I'm still Lovin’ it!” : brand perceptions of McDonald's among generation Y and generation Z consumers in China

Zhang, Bowen; Mulhern, Frank J.; Wu, Yingying; Xu, Margaret - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 5, pp. 906-921

Purpose: Recognizing the differences between generations Y and Z, this exploratory study uses generational cohort theory as a framework to examine the brand perception of McDonald's, an international brand which has grown up with consumers for over 30 years in China. The paper aims to discuss...

Persistent link: https://www.econbiz.de/10012637605

Does traditional advertising theory apply to the digital world? : a replication analysis questions the relevance of the elaboration likelihood model

Kerr, Gayle; Schultz, Don E.; Kitchen, Philip J.; … - In: Journal of advertising research 55 (2015) 4, pp. 390-400

Persistent link: https://www.econbiz.de/10011429030

Integrated marketing communications : from media channels to digital connectivity

Mulhern, Frank - In: The evolution of integrated marketing communications : …, (pp. 11-27). 2011

Persistent link: https://www.econbiz.de/10009232925

Integrated marketing communications : from media channels to digital connectivity

Mulhern, Frank - In: Journal of marketing communications 15 (2009) 2/3, pp. 85-101

Persistent link: https://www.econbiz.de/10003881169

Integrated marketing communications: From media channels to digital connectivity

Mulhern, Frank - In: Journal of marketing communications 15 (2009) 2, pp. 85-102

Persistent link: https://www.econbiz.de/10008270450

Understanding and using customer loyalty and customer value

Malthouse, Edward; Mulhern, Frank - In: Profit maximization through customer relationship …, (pp. 59-86). 2008

Persistent link: https://www.econbiz.de/10003754260