compared to those emphasizing marketing-based capability, while firms that focus strongly on production-based capability create …

development. The ability to conceptualise and integrate the 8Ps of marketinginto a coherent Extended Marketing Mix (MM) strategy … focused on optimising customer value propositions, there remains evidence ofsystematic Thana-marketing strategies in the … firms return on investment.This paper seeks to explore the Thana-Marketing Mix, which is defined here as the systematic …

Coopers' success lies in the niche marketing strategies it has employed strategies which emphasise the company's unique … large. Practical implications For managers, the case provides clear indications of the various successful niche marketing …

have been calls for researchers to go beyond identifying the benefits of effectivebrand equity management to explore how … development of the antecedent resources andcapabilities associated with brand equity management across national borders into China. …

value creation (SBVC) and therole of brand marketing.Design/methodology/approach The authors first develop a model of SBVC … the moderation role of service brand marketing capability (SBMC) on the relationship between SBVO-SBPVIoutcomes. SBVO is …

.Findings The findings shed light on the importance of cross-channel service brand management together with managing critical web …

contribution of business orientations, especially marketing orientation and innovationorientation to the creation of customer … includes partial least squares.Findings The findings demonstrate that being marketing-oriented and innovation … develop a high levelof marketing orientation and innovation orientation as two efficient ways to achieve higher levels …

customerempowerment in the marketing effort is essential for services firms to realize the potential value of market orientation. This is …