Search Results - subject:"Marketing function"

The role of marketing in new ventures: How marketing activities should be organized in firms’ infancy

Fürst, Andreas; Gabrielsson, Mika; Gabrielsson, Peter; … - In: Journal of the Academy of Marketing Science 51 (2023) 5, pp. 966-989

Although marketing activities are vital for new ventures (NVs) to ensure growth and survival, previous research is silent on how to organize them in firms' infancy. The entrepreneurship literature focuses on which marketing activities to perform in NVs but not on how to organize these...

Persistent link: https://www.econbiz.de/10015323489

The role of marketing in new ventures : How marketing activities should be organized in firms’ infancy

Fürst, Andreas; Gabrielsson, Mika; Gabrielsson, Peter; … - In: Journal of the Academy of Marketing Science 51 (2023) 5, pp. 966-989

Persistent link: https://www.econbiz.de/10014336038

Revisiting public relations function in the digital era : a study on public relations and marketing practitioners in Hong Kong

Tong, Suk Chong; Chan, Fong Yee - In: Asia Pacific journal of marketing and logistics 35 (2023) 8, pp. 1883-1899

Persistent link: https://www.econbiz.de/10014430183

A theory of marketing's contribution to customers' perceived value

Misra, Shekhar; Pedada, Kiran; Sinha, Ashish - In: Journal of creating value 8 (2022) 2, pp. 219-240

Persistent link: https://www.econbiz.de/10014581506

Joint optimization of the marketing and operations functions

Tadj, Lotfi; Djemili, Salah - In: Opsearch : journal of the Operational Research Society … 59 (2022) 2, pp. 574-593

Persistent link: https://www.econbiz.de/10013273214

The past, present, and future of marketing strategy

Sozuer, Sibel; Carpenter, Gregory S.; Kopalle, Praveen K.; … - In: Marketing letters : a journal of research in marketing 31 (2020) 2/3, pp. 163-174

Persistent link: https://www.econbiz.de/10012301432

From data to action : how marketers can leverage AI

Campbell, Colin L.; Sands, Sean; Ferraro, Carla; Tsao, … - In: Business horizons 63 (2020) 2, pp. 227-243

Persistent link: https://www.econbiz.de/10012172056

Responding to change and customer value improvement : pragmatic advice to banks

Nyagadza, Brighton - In: The marketing review 19 (2019) 3/4, pp. 235-252

Persistent link: https://www.econbiz.de/10012299794

Are SMEs "cutting corners" on social media marketing? : an exploratory study in the Italian context

Bartoloni, Sara; Ancillai, Chiara; Pascucci, Federica; … - In: International journal of internet marketing and … 13 (2019) 4, pp. 302-320

Persistent link: https://www.econbiz.de/10012155301

MARKETING’ S CONTINUOUS RISE AND SHINE

PURCAREA, Theodor Valentin - In: Holistic Marketing Management Journal 4 (2014) 3, pp. 06-25

Persistent link: https://www.econbiz.de/10010894417