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  • Search: subject_exact:"Marketing strategy"
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Year of publication
Subject
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Marketing management 14,704 Marketingmanagement 14,704 Marketing 2,846 Consumer behaviour 2,175 Konsumentenverhalten 2,174 Theory 2,112 Theorie 2,110 Beziehungsmarketing 1,626 Relationship marketing 1,626 Deutschland 1,446 Germany 1,432 USA 1,276 United States 1,254 Brand management 1,155 Markenführung 1,155 Strategisches Management 974 Online-Marketing 917 Internet marketing 890 Unternehmenserfolg 888 Firm performance 887 Strategic management 793 Innovation 732 International marketing 662 Internationales Marketing 662 SME 662 KMU 661 Marktforschung 637 Social Web 557 Social web 557 Werbung 554 Market research 537 Advertising 513 Marketingtheorie 507 Markenimage 505 Brand image 502 Marketing theory 501 Innovationsmanagement 462 Innovation management 451 Lieferantenmanagement 437 Supplier relationship management 437
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Online availability
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Undetermined 2,892 Free 1,273
Type of publication
All
Article 8,988 Book / Working Paper 5,983 Journal 47 Other 5
Type of publication (narrower categories)
All
Article in journal 6,703 Aufsatz in Zeitschrift 6,703 Aufsatz im Buch 2,101 Book section 2,101 Hochschulschrift 1,053 Graue Literatur 1,033 Non-commercial literature 1,033 Thesis 935 Collection of articles of several authors 656 Sammelwerk 656 Lehrbuch 638 Textbook 579 Bibliografie enthalten 523 Bibliography included 523 Working Paper 458 Arbeitspapier 456 Case study 430 Fallstudie 430 Aufsatzsammlung 255 Konferenzschrift 176 Ratgeber 174 Guidebook 166 Conference proceedings 132 Reprint 117 Glossar enthalten 96 Glossary included 96 Handbook 77 Handbuch 77 Conference paper 56 Konferenzbeitrag 56 Collection of articles written by one author 39 Sammlung 39 Amtsdruckschrift 32 Government document 32 Bibliografie 29 Fallstudiensammlung 29 Systematic review 26 Übersichtsarbeit 26 Company information 25 Festschrift 25
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Language
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English 10,979 German 3,637 Undetermined 197 French 73 Polish 41 Russian 31 Hungarian 24 Dutch 15 Spanish 14 Swedish 11 Ukrainian 11 Italian 10 Lithuanian 9 Romanian 6 Bulgarian 4 Portuguese 3 Slovak 3 Serbian 2 Turkish 2 Valencian 1 Czech 1 Danish 1 Finnish 1 Croatian 1 Indonesian 1 Kazakh 1 Macedonian 1 Slovenian 1
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Author
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Kotler, Philip 80 Bruhn, Manfred 76 Homburg, Christian 64 Meffert, Heribert 58 Pepels, Werner 44 Sheth, Jagdish N. 41 Kumar, V. 38 Keller, Kevin Lane 35 Wiedmann, Klaus-Peter 32 Bauer, Hans H. 31 Kirchgeorg, Manfred 31 Backhaus, Klaus 29 Esch, Franz-Rudolf 28 Vrontis, Demetris 27 Kerin, Roger A. 26 Kitchen, Philip J. 26 Albers, Sönke 25 Piercy, Nigel 25 O'Cass, Aron 24 Tomczak, Torsten 24 Morgan, Neil A. 23 Varadarajan, Rajan 23 Berndt, Ralph 22 Burmann, Christoph 22 Melewar, T. C. 22 Diller, Hermann 21 Fritz, Wolfgang 21 Hinson, Robert 21 Kleinaltenkamp, Michael 21 Schultz, Don E. 21 Armstrong, Gary 20 Balmer, John M. T. 20 Hartley, Steven W. 20 Peter, Jerome Paul 20 Rajagopal 20 Drees, Norbert 19 Fantapié Altobelli, Claudia 19 Nufer, Gerd 19 Simon, Hermann 19 Belz, Christian 18
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Institution
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American Marketing Association 57 Springer Fachmedien Wiesbaden 47 Books on Demand GmbH <Norderstedt> 17 European Society for Opinion and Marketing Research 15 Fördergesellschaft Marketing an der Universität Augsburg 14 IGI Global 12 Verlag Franz Vahlen 10 Haufe-Lexware GmbH & Co. KG 8 Fachhochschule Reutlingen / European School of Business 7 Harvard Graduate School of Business Administration 7 Information Resources Management Association 7 National Bureau of Economic Research 7 NetLibrary, Inc 7 Verlag Dr. Kovač 7 AMACOM 6 Chartered Institute of Marketing 6 Institut für Betriebswirtschaftslehre des Außenhandels <Wien> 6 Volkswirtschaftliche Fakultät, Ludwig-Maximilians-Universität München 6 American Management Association 5 Center of Market Oriented Product and Production Management 5 DePaul University / College of Commerce 5 Duncker & Humblot 5 Erasmus Research Institute of Management 5 Wissenschaftliche Gesellschaft für Marketing und Unternehmensführung 5 Berliner Wissenschafts-Verlag 4 Campus Verlag 4 De Gruyter Oldenbourg 4 Erich-Schmidt-Verlag <Berlin> 4 INSEAD 4 Internationales Arbeitsamt 4 Macquarie University / Department of Economics 4 RWTH Aachen 4 Cornell University / Department of Agricultural Economics 3 Edward Elgar Publishing 3 Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. 3 Erasmus Research Institute of Management (ERIM), Erasmus Universiteit Rotterdam 3 Europäische Kommission / Generaldirektion Wirtschaft und Finanzen 3 Fachverlag für Wirtschafts- und Steuerrecht Schäffer <Stuttgart> 3 Gesellschaft zur Erforschung des Markenwesens 3 Helmut-Schmidt-Universität 3
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Published in...
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Journal of business research : JBR 301 Industrial marketing management : the international journal for industrial and high-tech firms 215 Journal of strategic marketing 178 European journal of marketing : EJM 129 Journal of marketing management : MM 123 Europäische Hochschulschriften / 5 114 Journal of the Academy of Marketing Science 103 Journal of marketing 97 Journal of marketing communications 97 The journal of business & industrial marketing 88 Marketing intelligence & planning 83 Gabler Edition Wissenschaft 70 Springer eBook Collection 68 Journal of retailing and consumer services 66 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 65 Management science : journal of the Institute for Operations Research and the Management Sciences 60 The journal of brand management : an international journal 56 Business horizons 48 The marketing review 48 Lehrbuch 46 Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences 44 Jahrbuch der Absatz- und Verbrauchsforschung 41 Journal of global marketing 41 Journal of marketing research : JMR 41 Marketing : ZFP ; journal of research and management 41 Asia Pacific journal of marketing and logistics 40 International journal of technology marketing : IJTMkt 40 Journal of advertising research 40 Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung : ZfbF 40 Journal of business economics : JBE 39 Harvard-Business-Manager : das Wissen der Besten 38 SpringerLink / Bücher 38 Journal of business ethics : JOBE 36 Marketing letters : a journal of research in marketing 36 Psychology & marketing 35 Harvard business review : HBR 34 International marketing review 34 AMS review : official publication of the Academy of Marketing Science 32 The journal of product & brand management 32 Journal of research in interactive marketing : interactive marketing and computer-mediated communication 30
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Source
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ECONIS (ZBW) 14,760 RePEc 196 BASE 35 USB Cologne (business full texts) 16 EconStor 13 Other ZBW resources 3
Showing 1 - 50 of 15,023
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Does marketing strategy support the sustainability of the school industry? : a case study in Indonesia
Parahiyanti, Cesya Rizkika; Nurmalita, Rosa - In: International Journal of Research in Business and … 11 (2022) 5, pp. 432-438
Persistent link: https://ebtypo.dmz1.zbw/10013415070
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Improving marketing approaches to the energy sector of Kazakhstan for decarbonization
Aizhana, Maldynova; Maira, Davletova; Assel, Ilyas; … - In: International Journal of Energy Economics and Policy : IJEEP 12 (2022) 3, pp. 410-417
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Samsung vs. Apple : how different communication strategies affect consumers in Portugal
Almeida, Margarida; Sousa, Eva; Rodrigues, Carolina; … - In: Administrative Sciences : open access journal 11 (2021) 1/19, pp. 1-14
It is indisputable that technology is present in everyday life. In this digital era, brands need to adapt to the changing pace of the needs and desires of society to distinguish themselves from their adversaries, especially in the electronic environment. Hence, they must have well-defined and...
Persistent link: https://ebtypo.dmz1.zbw/10012488904
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Export performance : evidence from agricultural product firms in Vietnam
Ngo-Thi-Ngoc, Huyen; Bang Nguyen Viet - In: Cogent business & management 8 (2021) 1, pp. 1-22
This study defines and measures the key factors driving the export performance of agricultural product firms in Vietnam. It uses both qualitative and quantitative research: (i) the qualitative research is carried out through focus group discussions with 10 chief executive officers of firms (5...
Persistent link: https://ebtypo.dmz1.zbw/10012668835
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Marketing of an academic program : case study of an engineering program
Kuzior, Aleksandra; Grebski, Michalene; Grebski, Wes - In: Marketing i menedžment innovacij : m&mi (2021) 1, pp. 56-64
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Technology start-up marketing strategy and lifecycle : first empirical findings by qualitative research
Ulč, Jakub; Mandel, Miroslav - In: Trends economics and management 15 (2021) 38, pp. 71-91
Purpose of the article: Technology start-ups go through certain stages in their lifecycle. In each stage of the lifecycle, there is a different approach to marketing strategy and its application through marketing activities. Creating an empirically based framework of a technology startup...
Persistent link: https://ebtypo.dmz1.zbw/10013204213
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The impact of organic specialist store entry on category performance at incumbent stores
Maesen, Stijn; Lamey, Lien - In: Journal of marketing 87 (2023) 1, pp. 97-113
Persistent link: https://ebtypo.dmz1.zbw/10013474262
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Influencer marketing : when and why Gen Z consumers avoid influencers and endorsed brands
Pradhan, Debasis; Kuanr, Abhisek; Pahi, Sampa Anupurba; … - In: Psychology & marketing 40 (2023) 1, pp. 27-47
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Does uncertainty boost exports? : a study on the effect of innovation and marketing capabilities in a small and innovation-intensive sector
Vieira, Jorge; Frade, Rui; Martinho, Filipa; Martinho, … - In: Economies : open access journal 11 (2023) 1, pp. 1-20
The main goal of this research is to study the impact of uncertainty on export performance, from a resource-based perspective. Despite the ample research on how economies behave during periods of high uncertainty, there is still a poor understanding of how this affects smaller sectors,...
Persistent link: https://ebtypo.dmz1.zbw/10013500906
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The impact of internal business environment on marketing strategies effecting marketing performance : case of retail industry Bandung city, Indonesia
Butarbutar, Dicky Jhon Anderson; Lisdayanti, Annisa - In: International Journal of Research in Business and … 9 (2020) 4, pp. 385-391
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Investigating the mix of strategic choices and performance of transaction platforms : evidence from the crowdfunding setting
Dushnitsky, Gary; Piva, Evila; Rossi-Lamastra, Cristina - In: Strategic management journal 43 (2022) 3, pp. 563-598
Persistent link: https://ebtypo.dmz1.zbw/10012818650
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The use of Net Promoter Score (NPS) to predict sales growth : insights from an empirical investigation
Baehre, Sven; O'Dwyer, Michele; O'Malley, Lisa; Lee, Nick - In: Journal of the Academy of Marketing Science 50 (2022) 1, pp. 67-84
Persistent link: https://ebtypo.dmz1.zbw/10012819741
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Should companies hope instead? : the role of verbal cues in consumers' evaluation of cause-related marketing (CRM)
Lagomarsino, Maria; Lemarié, Linda - In: Psychology & marketing 39 (2022) 1, pp. 227-238
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Improving customer value index and consumption forecasts using a weighted RFM model and machine learning algorithms
Wu, Zongxiao; Zang, Cong; Wu, Chia-Huei; Deng, Zilin; … - In: Journal of global information management 30 (2022) 3, pp. 1-23
Persistent link: https://ebtypo.dmz1.zbw/10012799261
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NFT marketplace design and market intelligence
Kireyev, Pavel - 2022
Persistent link: https://ebtypo.dmz1.zbw/10012799277
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Does engaging in global market orientation strategy affect HEIs' performance? : the mediating roles of intellectual capital readiness and open innovation
Tjahjadi, Bambang; Soewarno, Noorlailie; Jermias, Johnny; … - In: Journal of open innovation : technology, market, and … 8 (2022) 1, pp. 1-18
This study aims to examine the effect of global market orientation strategy on the performance of Indonesian Higher Education Institutions. Furthermore, it investigates whether this relationship is mediated by intellectual capital readiness and open innovation. This is a quantitative study...
Persistent link: https://ebtypo.dmz1.zbw/10012801994
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The other pandemic : a conceptual framework and future research directions of junk food marketing to children and childhood obesity
Ertz, Myriam; Le Bouhart, Guillaume - In: Journal of macromarketing 42 (2022) 1, pp. 30-50
Persistent link: https://ebtypo.dmz1.zbw/10012802031
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Impact of market orientation on competitiveness : analysis of internationalized medium-sized and large enterprises
Stocker, Miklós; Várkonyi, Lídia - In: Entrepreneurial business and economics review : EBER 10 (2022) 1, pp. 81-95
Objective: The objective of this article is to identify the impact of market orientation on company competitiveness of internationalized medium and large enterprises present in Central Eastern Europe and/or Western Europe in the period of economic growth. Research Design & Methods: Quantitative...
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Value creation through omnichannel practices for multi-actor customers : an evolutionary view
Climent, Ricardo Costa; Haftor, Darek M.; Chowdhury, … - In: Journal of enterprising communities : people and places … 16 (2022) 1, pp. 93-118
Persistent link: https://ebtypo.dmz1.zbw/10012886189
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An investigation into marketing activities role on the purchase of private label brands : a systematic review of trends in literature
Ndlovu, Sbonelo Gift; Heeralal, Shalen - In: International Journal of Research in Business and … 11 (2022) 1, pp. 33-41
Persistent link: https://ebtypo.dmz1.zbw/10012887823
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Attitudes of the Indian middle class : a theory of planned behavior approach
Barat, Somjit - In: Athens journal of business & economics : AJBE 8 (2022) 1, pp. 21-42
Persistent link: https://ebtypo.dmz1.zbw/10012704148
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The influence of publicity and sales promotion on marketing performance in Nigeria
Ogunmuyiwa, Michael Segun - In: Athens journal of business & economics : AJBE 8 (2022) 1, pp. 65-78
Persistent link: https://ebtypo.dmz1.zbw/10012704168
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Market orientation in service clusters and its effect on the marketing performance of SMEs
Royo-Vela, Marcelo; Amezquita Salazar, Juan Carlos; … - In: European journal of management and business economics : … 31 (2022) 1, pp. 1-21
Purpose - This paper aims to address research gaps with regard to the relationship between market orientation and marketing performance when small- and medium-sized enterprises (SMEs) are located within a service cluster. The three main objectives of this research are to determine the effect...
Persistent link: https://ebtypo.dmz1.zbw/10012872358
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The innovative posture of SMEs depending on the usage of marketing tools
Ključnikov, Aleksandr; Civelek, Mehmet; Chovanová … - In: Serbian journal of management : an international … 17 (2022) 1, pp. 73-84
Persistent link: https://ebtypo.dmz1.zbw/10013484917
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Linking brand and competitive advantage : the mediating effect of positioning and market orientation
Rua, Orlando Manuel Martins Marques de Lima; Santos, … - In: European research on management and business economics 28 (2022) 2, pp. 1-10
The purpose of this paper is to analyze the relationship between brand and competitive advantage (through differentiation) and the mediating effect of positioning and market orientation in this relationship. An empirical study was developed using a quantitative methodological approach. The...
Persistent link: https://ebtypo.dmz1.zbw/10013254593
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Effect of market-driven strategies on the competitive growth of SMEs in Lesotho
Amadasun, Donald O. E.; Mutezo, Ashley T. - In: Journal of innovation and entrepreneurship : JIE 11 (2022), pp. 1-17
This paper established some market-driven strategies that influence the competitive growth of small and medium-sized enterprises in Lesotho. The paper identified the following factors; market orientation, competitive intensity, and technological dynamics as variables that influence SMEs'...
Persistent link: https://ebtypo.dmz1.zbw/10013168718
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Modern grocery retailing consumer's profile is there a need for convenience stores to redefine precision marketing strategy in Romania? : post Covid outbreak analyze
Stratila, Andreea-Elena - In: Journal of Eastern Europe research in business & … 2022 (2022), pp. 1-14
Persistent link: https://ebtypo.dmz1.zbw/10013172077
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Are born global firms really a "new breed" of exporters? : empirical evidence from an emerging market
Moen, Øystein; Mohammad Falahat; Lee, Yan Yin - In: Journal of international entrepreneurship 20 (2022) 1, pp. 157-193
Persistent link: https://ebtypo.dmz1.zbw/10013190639
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It takes two to tango : the interplay between decision logics, communication strategies and social media engagement in start-ups
Rudeloff, Christian; Pakura, Stefanie; Eggers, Fabian; … - In: Review of managerial science : RMS 16 (2022) 3, pp. 681-712
Persistent link: https://ebtypo.dmz1.zbw/10013191543
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Customer segment transition through the customer loyalty program
Kimura, Makoto - In: Asia Pacific journal of marketing and logistics 34 (2022) 3, pp. 611-626
Persistent link: https://ebtypo.dmz1.zbw/10013163362
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Role of innovation and architectural marketing capabilities in channelling entrepreneurship into performance
Santos Vijande, María Leticia; López Sánchez, José … - In: Journal of innovation & knowledge : JIK 7 (2022) 2, pp. 1-13
Entrepreneurial orientation (EO) is associated with superior performance, although the mechanisms through which EO translates into an advantageous market position are still poorly understood. Drawing on EO and resource-based theory (RBT) literature, this study highlights the role of a systemic...
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Understanding which cues people use to identify influencer marketing on Instagram : an eye tracking study and experiment
Boerman, Sophie C.; Müller, Céline M. - In: International journal of advertising : the review of … 41 (2022) 1, pp. 6-29
Persistent link: https://ebtypo.dmz1.zbw/10013167377
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Marketing practices of some selected soft drinks industries in Bangladesh
Khatun, Mosa Shely - In: Business and Economic Research : BER 12 (2022) 1, pp. 73-81
Persistent link: https://ebtypo.dmz1.zbw/10013473282
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Marketing strategies and customer satisfaction : a study on the higher education institutions in Johor
Fong, Sook-Fun; Loh, Rui-Ying; Choi Sang Long - In: Business and Economic Research : BER 12 (2022) 2, pp. 61-83
Persistent link: https://ebtypo.dmz1.zbw/10013473984
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The microfoundations of marketing agility : a dynamic capabilities perspective
Vario, Marco - 2022
Marketing agility has emerged as an important construct in research for enabling marketing managers to thrive in dynamic markets. So far, however, marketing research has not provided sufficient guidance on how to develop marketing agility. Drawing on the dynamic capabilities view, this study...
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Looking for haptics : touch digitalization business strategies in luxury and fashion during COVID-19 and beyond
Ornati, Michela; Kalbaska, Nadzeya - In: Digital business 2 (2022) 2, pp. 1-14
The sense of touch is central to fashion and luxury, because dress - garments and accessories - is experienced with and on the body. But on e-commerce websites, dress is dematerialized, and touch sensation simulated using audio-visual means. The growth of digital fashion communication during the...
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Resource allocation procedures for unknown sales response functions with additive disturbances
Gahler, Daniel; Hruschka, Harald - In: Journal of business economics : JBE 92 (2022) 6, pp. 997-1034
Persistent link: https://ebtypo.dmz1.zbw/10013438888
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Investigating the mediating role of market orientation between internal marketing and the development of entrepreneurial orientation within private sports clubs
Mansouri, Hossein; Boroujerdi, Saeed Sadeghi; Polonsky, … - In: New England journal of entrepreneurship : NEJE 25 (2022) 2, pp. 103-120
Purpose - This study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs. Design/methodology/approach - The research is a descriptive-correlational study based on private sports clubs employees within...
Persistent link: https://ebtypo.dmz1.zbw/10013440157
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EU marketing standards and sustainability
Nes, Kjersti; Ciaian, Pavel - In: Applied economic perspectives and policy 44 (2022) 4, pp. 1844-1863
Persistent link: https://ebtypo.dmz1.zbw/10013460916
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How market orientation impacts customer's brand loyalty and buying decisions
Serra, Elizabeth; de Magalhães, Mariana; Silva, Rui; … - In: Journal of risk and financial management : JRFM 15 (2022) 8, pp. 1-14
As retail management has become increasingly demanding, it is imperative that retailers use market orientation to promote and increase loyalty to their private labels. This can be important in efforts to differentiate themselves from their competition. The focus of this study is to understand...
Persistent link: https://ebtypo.dmz1.zbw/10013380513
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Mediation role of business performance on entrepreneurship orientation and market orientation to create MSME competitiveness in pandemic times
Karnowati, Nandang Bekti; Handayani, Erna - In: International Journal of Research in Business and … 11 (2022) 6, pp. 138-147
Persistent link: https://ebtypo.dmz1.zbw/10013429274
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Writing telepathy back into marketing theory
Tadajewski, Mark - In: Marketing theory 22 (2022) 3, pp. 421-443
Persistent link: https://ebtypo.dmz1.zbw/10013388910
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The value relevance of digital marketing capabilities to firm performance
Homburg, Christian; Wielgos, Dominik - In: Journal of the Academy of Marketing Science 50 (2022) 4, pp. 666-688
Persistent link: https://ebtypo.dmz1.zbw/10013389223
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From white collar to influencer marketing? : how banks can reach young customers
Walzhofer, Nicole; Riekeberg, Marcus; Follert, Florian - In: International Journal of Financial Studies : open … 10 (2022) 3, pp. 1-26
Banks distribute intangible services, so that traditional marketing instruments are often limited concerning their effectiveness to reach new clients, especially teenagers and young adults. With respect to this relevant practical problem, we used survey data for the relevant group (n = 302) in...
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Examination of differences in using marketing tools in the management of SMEs in the Visegrád Group countries
Belás, Jaroslav; Gavurova, Beata; Novotna, Lenka; … - In: Amfiteatru economic : an economic and business research … 24 (2022) 60, pp. 447-463
The main aim of the study is to examine the differences in the use of the marketing tools in the management of small and medium-sized enterprises in the Visegrád Group (V4) countries. The research was carried out via questionnaires, which were distributed to small and medium-sized firms in...
Persistent link: https://ebtypo.dmz1.zbw/10013368724
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Factors influencing Saudi young female consumers' luxury fashion in Saudi Arabia : predeterminants of culture and lifestyles in Neom city
Algumzi, Areej - In: Journal of risk and financial management : JRFM 15 (2022) 7, pp. 1-13
Saudi Arabia has been taking various initiatives (such as improving women's rights for reduced dependency on male guardians, and creating training opportunities for skills improvement among Saudi locals) for creating an integrated community with diverse cultures and lifestyles as a part of...
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The Marketing Capability Premium
Ang, Tze Chuan 'Chewie'; Chordia, Tarun; Mai, Van Anh … - 2022
Marketing capability refers to a firm’s ability to optimally deploy and integrate different marketing inputs to achieve high sales at low cost. This paper examines whether the value of marketing capability is incorporated into stock returns. High-level marketing capability predicts better...
Persistent link: https://ebtypo.dmz1.zbw/10013289083
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Managing influencer marketing cooperations
Farouq, Jasmin - 2022
Persistent link: https://ebtypo.dmz1.zbw/10013348933
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How can firms locate proactive strategic flexibility in their new product development process : the effects of market and technological alignment
Kandemir, Destan; Bakir, Nuran Acur - In: Innovation: organization & management : IOM 24 (2022) 3, pp. 407-432
Persistent link: https://ebtypo.dmz1.zbw/10013352610
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Tourism broker's perspective on Turkey's image : marketing communications and subjective norms as mediators
Najjarzadeh, Mohammad; Amirzade, Nazanin; Zarch, … - In: Enlightening tourism : ET ; a pathmaking journal 12 (2022) 1, pp. 33-69
Persistent link: https://ebtypo.dmz1.zbw/10013327007
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