evaluation, and purchase intention. The Author Robér Rollin works as a research assistant at the chair of marketing and retailing … at the University of Siegen. His research focusses on social media, digital marketing and consumer behaviour. . …

This book examines the extent to which social media marketing influences the customer-based brand equity of higher … their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building … attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to …

1. Introduction to Marketing Effectiveness and the SMEs -- 2. Marketing Effectiveness and Accountability with … Implications and Applications for SMEs -- 3. Knowledge and Marketing Effectiveness with Implications and Applications for SMEs -- 4 …. A Qualitative Inquiry into Marketing Effectiveness of the SMEs -- 5. The Key Drivers of Marketing Efficiency of the SME …

of Older Consumer Behavior -- Effectual Marketing Strategies and Tactics -- Marketing Food and Beverage Products … -- Marketing Apparel and Footwear -- Marketing Housing -- Marketing Pharmaceutical and Personal Care Products -- Marketing … Healthcare -- Marketing Long-Term Care -- Marketing Financial Services -- Marketing Insurance -- Marketing Travel & Leisure …

-- 4. Marketing the bicycle -- 5. Twenty years of variety marketing in the Italian market: Cannondale 1998–2017 -- 6 … made by the bicycle industry to marketing as it is understood today, tracing key innovations in product development and … marketing. Addressing a gap in the literature, this book provides an insightful history of marketing practice for one of the …

darauf Einfluss nehmen. Die Autorin Dr. Tabea Tesch, geb. Krah, arbeitet als Brand Marketing Specialist in einem Konzern mit … Marketing und E-Commerce. …

Chapter 1 Introduction to Marketing Communications: Setting the Scene for Emerging Economies -- Chapter 2 Customer … Value and Marketing Communications -- Chapter 3 Cultural Values and Marketing Communications in Emerging Markets -- Chapter … 4 Bibliometric Review and Direction for Integrated Marketing Communications Research: Implications for Emerging Markets …