Purpose – The paper aims to refine existing customer‐based brand equity models for the team sport industry and examine the importance of brand equity in the professional German soccer league Bundesliga. Design/methodology/approach – After assessing brand equity on the basis of actual...

Purpose – This research sets about discovering if it is possible to identify distinct, practice‐relevant and addressable clusters by means of selected criteria for constructing typologies – such as psychographic, culturally‐specific and purchasing behaviour‐relevant features – which...

Market demarcation is based on the idea that a sales market is not an undifferentiated set of products, but that it rather embodies an entity made up of separate groups of products which differ with regard to certain demand‐relevant characteristics. The term market demarcation is defined first...

Outlines awareness of political marketing in Germany and argues that there is a need for the German political parties to market themselves. Discusses some of the essential aspects of political marketing, with particular reference to the institutions, ingredients and instruments involved....

Purpose – In the internet economy, the business model of web portals has spread rapidly over the last few years. Despite this, there have been very few scholarly investigations into the services and characteristics that transform a web site into a portal as well as into the dimensions that...

Purpose – Synthesis of the customer lifetime value and the shareholder value (SHV) approach in order to develop an integrated, marketing‐based method for corporate valuation. Design/methodology/approach – Discusses the limitations and assumptions of existing methods to estimate customer...