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The fourth hermeneutic in marketing theory

Lowe, Sid; Carr, Adrian; Thomas, Michael; … - University of Western Sydney; College of Social and …; … - 2005

Murray and Ozanne (1991) provided evidence of paradigmatic approaches in market and consumer research by classifying the field into Positivism, Interpretivism and Critical Theory. We discuss these approaches and celebrate their contribution. We posit, however, that paradigms are symptomatic of...

Persistent link: https://www.econbiz.de/10009482284

Market analysis of Arivia.kom

Moodley, Vamaalen Mogambery - 2004

Arivia.kom was formed out of a merger of the information technology (IT) departments of Eskom, Transnet and Denel. The aim was to address skilled staff losses and to achieve economies of scale. Agreements were drafted ensuring arivia.kom business patronage for a period of five years.Arivia.kom's...

Persistent link: https://www.econbiz.de/10009457755

Customer Analysis for Software XploRe From Data Mining to Marketing Strategy

Wang, Jianqiu - 2003

This thesis paper presents a case study of customer analysis with the purpose of to developing a marketing strategy for the statistical software XploRe. The customers analysed include the users, who downloaded XploRe free trial version through web site and the actual customers, who bought...

Persistent link: https://www.econbiz.de/10009467253

Modeerscheinungen in Information Systems und Wirtschaftsinformatik: Eine inhaltsanalytische Betrachtung

Steininger, Katharina; Riedl, René; Roithmayr, Friedrich - 2007

In diesem Artikel wird über eine Inhaltsanalyse berichtet, deren Ziel es ist, Aussagen über die Verbreitung von kurzfristig hochaktuellen, rasch wieder abflauenden und selten zum Erkenntnisfortschritt beitragenden Moden innerhalb einer Wissenschaftsdisziplin, der angloamerikanischen...

Persistent link: https://www.econbiz.de/10009463358

Austrian Economics as a Basis for a General Marketing Theory

Broeckelmann, Philipp - 2004

und Soziologie. Alles in allem ist die Marketing-Forschung stark zersplittert. Die vorliegende Arbeit behandelt die … Marketingtheorie. Zuerst beschreibt diese Diplomarbeit verschiedene Konzepte und Probleme des Marketings und der Marketingtheorie … Marktprozesstheorie fruchtbar für die Marketingtheorie. Ohne den Einsatz des Marketings würde der Marktprozess in einem Ungleichgewicht …

Persistent link: https://www.econbiz.de/10009467120

Grounded theory, ethnography and phenomenology: a comparative analysis of three qualitative strategies for marketing research

Goulding, Christina - 2005

Purpose – The paper aims to look at some of the problems commonly associated with qualitative methodologies, suggesting that there is a need for a more rigorous application in order to develop theory and aid effective decision making. Design/methodology/approach – The paper examines three...

Persistent link: https://www.econbiz.de/10009458953

Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R

Bennett, R.; Hartel, C. E. J.; McColl-Kennedy, J. R. - 2005

This paper examines the relative influence of two key antecedents of brand loyalty-satisfaction and involvement and the moderating role of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand...

Persistent link: https://www.econbiz.de/10009448097

An application of Keller?s brand equity model in a B2B context

Kuhn, Kerri-Ann; Alpert, F.; Pope, N. - 2008

Purpose ? The importance of branding in industrial contexts has increased, yet a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been a thoroughempirical study of the applicability of a full brand equitymodel in a B2B context. This paper aims to discuss...

Persistent link: https://www.econbiz.de/10009483370

What?s in a handshake? Exploring business-to-business relational exchange

Newman, Anouche; Lings, Ian; Lee, Nick - 2005

Despite its importance in the development of competitive advantage, attempts to unify diverse classifications of business-to-business relational exchange have been largely unsuccessful. We used 18 semi-structured, in-depth interviews with managers from a wide range of industries to explain the...

Persistent link: https://www.econbiz.de/10009483372

The interactions of consumption characteristics on social norms

Lee, Richard; Murphy, Jamie; Neale, Larry - 2009

Purpose: An extended Theory of Planned Behavior (TPB) model tests how customer loyalty intentions may relate to subjective and descriptive norms. The study further determines whether consumption characteristics ? product enjoyment and importance ? moderate norms-loyalty...

Persistent link: https://www.econbiz.de/10009483430