Prior research has shown that early development of marketing capabilities enable firms to achieve competitive advantage. The entrepreneurial orientation of the firm acts as a catalyst and impacts the market orientation and the marketing capabilities of the firm in a positive way. A high level of...

Das zunehmende Interesse an der Analyse dynamischer Prozesse und die sich ständig verbessernde Verfügbarkeit der zu ihrer Untersuchung notwenigen Datensätze lassen die Frage nach geeigneten Verfahren aufkommen. Traditionelle Methoden wie logistische und lineare Regression sind entweder nicht...

This paper examines the importance of two resources, namely a market orientation and an entrepreneurial orientation, in new product development and satisfaction with firm performance among direct and alternative marketers. Using a partial least squares structural equation model and data from a...

The Super Bowl is one of the highest profile sporting events in the USA. Each year, over 100 million American consumers watch the Super Bowl. Its popularity is driving marketing forces such as TV commercials, corporate sponsorship, publicity, social media, entertainment and economic activities...

In meinem Aufsatz "Ein System zur IST-SOLL-Abweichurigs-Ursachenanalyse von Erlösen" und in meiner Entgegnung auf einen Diskussionsbeitrag von Powelz dazu habe ich in dieser Zeitschrift die These vertreten, daß die durch die traditionelle Erlös-Abweichungsanalyse errechneten Preis- und...

According to the specific nature of tourism products and services, the marketing of destinations includes many features which are not shown in the company marketing in another industry. In contrast to physical products, a service product cannot be tested before it is purchased due to...

Introduction: how has marketing changed? -- Postmodern marketing and beyond -- Building brand cultures -- Gender, feminism and consumer behaviour -- Psychoanalysis in marketing theory and practice -- The ethics of marketing management -- Ethical consumers and the moralised brandscape --...

Origination: the geographies of brands and branding / Andy Pike -- The state branding of U.S. postage stamps for state commemorative years : from heritage, iconography and place to placelessness / Stanley D. Brunn -- Ghostly cities : some notes on urban branding and the imagining of places /...

The pillars of good consumer and sensory studies -- Sensory profile of a product : mapping internal sensory properties -- The foundations of consumer evaluation -- Study plans and strategy : sustainable short, mid and long-term vision -- Real-life anticipation with market factors : concept,...

Introduction: revisiting the genealogy of consumer capitalism through liminality -- On the threshold of a new era : making way for modernity -- A new economic life -- Souls in transition -- Making the consumer city : the theatricalization of urban life -- The chicago world's fair of 1893 and the...

Introduction -- Customer value: what is it? -- Organizations have to be more capable today than ever before: why? -- How purpose is achieved: a marketing- and logistics-led approach -- What great operational process capability looks like -- Marketing and logistics in harmony: building and...

Machine generated contents note: Foreword Preface Acknowledgements About the Author Introduction: Your Content Marketing Transformation Chapter 1: Building a Content Creation Framework Why does your business need a framework for creating content? How do you build a framework for creating...

Introduction -- The German historical school of economics -- Foundations of marketing thought at the University of Wisconsin -- Foundations of marketing thought at the Unversity of Illinois -- Foundations of marketing thought at the University of Birmingham, UK -- Foundations of marketing...

Foreword and acknowledgment -- Humor, business, and society -- From society to business : humor's use and roles in activist movements -- From business to society : humor's use and roles in marketing, corporate communications, and public relations -- Society within business : humor's use and...