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...

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...

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...

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...

Introduction -- Killing marketing -- Return on audience -- Media marketing -- The revenue model -- The media marketing savings model -- First steps on the road to killing marketing -- The one media model -- Today: the beginning -- What now: lessons learned along the transformation -- The future...

Initiating the marketing process -- Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Appendix A: Building an effective marketing plan -- Understanding the marketing environment, ethical behavior, and social...

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...