Purpose - This study investigates whether the influence of selected marketing-mix elements on brand equity differs for different types of brands. The main focus is on price promotions' influence. In addition, the impact of discount-store distribution is explored. Design/methodology/approach -...

"In the Age of the Customer, sales effectiveness depends mightily on the buyer experience. Despite the wealth of research documenting the need for creating value in every step of the buyer’s journey, sellers continue to struggle with how to create that value and connect meaningfully with...

Due to the increasing number of promotional banners hosted on websites, it is important to study how the use of price discounts may affect attitudes toward the banner and the website, and how this effect may vary depending on the user's experience of the Internet. This paper endeavors to fill...

"A revolutionary marketing strategy proven to drive sales and growth They Ask You Answer is a straightforward guide to fixing your current marketing strategy. Regardless of your budget, you are almost certainly overspending on television, radio, and print ads, yet neglecting the number-one...

A new philosophy of commitment gaining -- Control the commitments and control the process -- Trading value -- The commitment for time -- The commitment to explore -- The commitment to change -- The commitment to collaborate -- The commitment to build consensus -- The commitment to invest -- The...

Preface: What this book is about and how it came to be -- Introduction: Why is it so hard to sell B2B software successfully? -- Launching a new B2B technology product or service -- Introduction to a sales assembly line solution -- Supercharging the performance of a sales assembly line --...