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Year of publication
Subject
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Marketingmanagement 20,532 Marketing management 19,686 Marketing 5,189 Konsumentenverhalten 4,020 Consumer behaviour 4,017 Beziehungsmarketing 2,575 Relationship marketing 2,570 Theorie 2,529 Theory 2,527 Markenführung 2,048 Brand management 2,046 Online-Marketing 1,959 Internet marketing 1,913 Deutschland 1,689 Germany 1,636 Social Web 1,414 Social web 1,414 Strategisches Management 1,352 Firm performance 1,182 Unternehmensperformance 1,180 Strategic management 1,098 Markenimage 1,001 Markenartikel 998 Brand image 996 Innovation 994 Brand 992 KMU 934 SME 933 USA 908 Internationales Marketing 893 Werbung 891 Marktforschung 878 United States 874 International marketing 861 Advertising 832 Werbewirkung 821 Advertising effects 815 Market research 743 Marketingtheorie 686 Marketing theory 672
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Online availability
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Undetermined 5,965 Free 2,400 CC license 343 Digitizable 6
Type of publication
All
Article 12,231 Book / Working Paper 8,502 Journal 67
Subcategories
All
Article in journal 9,452 Book section 2,420 Textbook 777 Case study 543 Working paper 507 Proceedings 332 Guidebook 185 Glossary included 101 Handbook 89 Government document 33 Introduction 29 Literature review 29 Reference work 17 Report 7 Biography 6 Statistics 3 Law 1 Newspaper 1
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Language
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English 16,036 German 4,458 Undetermined 122 French 77 Polish 41 Russian 32 Hungarian 24 Dutch 15 Spanish 14 Swedish 12 Italian 11 Ukrainian 11 Romanian 4 Bulgarian 3 Portuguese 3 Slovak 3 Serbian 2 Turkish 2 Valencian 1 Czech 1 Danish 1 Finnish 1 Kazakh 1 Macedonian 1 Slovenian 1
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Author
All
Kotler, Philip 133 Bruhn, Manfred 109 Homburg, Christian 81 Meffert, Heribert 75 Pepels, Werner 58 Sheth, Jagdish N. 49 Keller, Kevin Lane 48 Tomczak, Torsten 41 Kirchgeorg, Manfred 40 Kumar, V. 40 Kitchen, Philip J. 39 Backhaus, Klaus 37 Esch, Franz-Rudolf 37 Vrontis, Demetris 35 Albers, Sönke 33 Wiedmann, Klaus-Peter 33 Bauer, Hans H. 32 Kleinaltenkamp, Michael 32 Kerin, Roger A. 30 Piercy, Nigel 29 Berndt, Ralph 28 Burmann, Christoph 28 McDonald, Malcolm 27 Peter, Jerome Paul 27 Schultz, Don E. 27 Kuß, Alfred 26 Varadarajan, Rajan 26 Di Benedetto, C. Anthony 25 Hanssens, Dominique M. 25 Hinson, Robert 25 Lindgreen, Adam 25 O'Cass, Aron 25 Pauwels, Koen 25 Reinecke, Sven 25 Shankar, Venkatesh 25 Aaker, David A. 24 Baker, Michael John 24 Diller, Hermann 24 Fantapié Altobelli, Claudia 24 Ferrell, O. C. 24
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Institution
All
American Marketing Association 66 Springer Fachmedien Wiesbaden 63 Books on Demand GmbH <Norderstedt> 18 European Society for Opinion and Marketing Research 17 IGI Global 16 Verlag Franz Vahlen 15 Fördergesellschaft Marketing an der Universität Augsburg 14 Verlag Dr. Kovač 11 Haufe-Lexware GmbH & Co. KG 10 De Gruyter Oldenbourg 9 National Bureau of Economic Research 9 Duncker & Humblot 8 Fachhochschule Reutlingen / European School of Business 8 Harvard Graduate School of Business Administration 8 American Management Association 7 Campus Verlag 7 Chartered Institute of Marketing 7 Edward Elgar Publishing 7 Institut für Betriebswirtschaftslehre des Außenhandels <Wien> 7 NetLibrary, Inc 7 UVK Verlagsgesellschaft mbH 7 Wissenschaftliche Gesellschaft für Marketing und Unternehmensführung 7 AMACOM 6 DePaul University / College of Commerce 6 Information Resources Management Association 6 Uni-Taschenbücher GmbH 6 Wiley-VCH 6 Center of Market Oriented Product and Production Management 5 Erasmus Research Institute of Management 5 Fachverlag für Wirtschafts- und Steuerrecht Schäffer <Stuttgart> 5 W. Kohlhammer GmbH 5 Berliner Wissenschafts-Verlag 4 Erich Schmidt Verlag 4 Europäische Kommission / Generaldirektion Wirtschaft und Finanzen 4 Gesellschaft Entwicklung, Konstruktion, Vertrieb 4 INSEAD 4 Internationales Arbeitsamt 4 Macquarie University / Department of Economics 4 Pearson Studium 4 Springer Gabler <Firma> 4
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Published in...
All
Journal of business research : JBR 431 Industrial marketing management : the international journal for industrial and high-tech firms 286 Journal of strategic marketing 232 SpringerLink / Bücher 213 Journal of marketing communications 144 European journal of marketing : EJM 140 Journal of marketing management : MM 139 Journal of the Academy of Marketing Science 139 Journal of marketing 131 Europäische Hochschulschriften / 5 128 Journal of retailing and consumer services 126 The journal of business & industrial marketing 118 Marketing intelligence & planning 114 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 84 The journal of product & brand management 84 Gabler Edition Wissenschaft 78 Springer eBook Collection 70 The journal of brand management : an international journal 70 Asia Pacific journal of marketing and logistics 69 Management science : journal of the Institute for Operations Research and the Management Sciences 69 Business horizons 67 Cogent business & management 63 International journal of advertising : the review of marketing communications 61 International marketing review 60 Lehrbuch 60 Journal of research in interactive marketing : interactive marketing and computer-mediated communication 56 Psychology & marketing 56 The marketing review 54 International journal of technology marketing : IJTMkt 53 Journal of marketing research : JMR 53 Marketing science 53 Journal of marketing management : JMM ; journal of the Academy of Marketing 52 Journal of global marketing 51 Journal of advertising research 49 International journal of internet marketing and advertising : IJIMA 47 International review on public and non-profit marketing 47 Marketing : ZFP ; journal of research and management 46 Journal of marketing analytics : JMA 45 AMS review : official publication of the Academy of Marketing Science 44 European journal of marketing 43
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Source
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ECONIS (ZBW) 20,112 USB Cologne (EcoSocSci) 663 EconStor 19 USB Cologne (business full texts) 5 BASE 1
Showing 1 - 50 of 19,150
 
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The impact of green marketing strategies on consumer purchase intentions toward ECO-friendly products in Southeast Asia
Xia, Zongwen - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015616809
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Potential of digital marketing and determinants of the 5A marketing strategy : a case in Thailand
Pimolwan Katepan; Rungtip Thaisom; Thamrong Mekhora; … - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015609262
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The impact of social media influencers on customers' perceived brand equity in the Bahraini automobile industry
Abdulla, Anas; Saberi, Maria - 2026
Purpose - Social media has transformed brand communication and how consumers perceive brands. While social media influencers (SMIs) have emerged as key players in digital marketing, their impact on brand equity within the automobile sector remains underexplored. This study examines the impact of...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015592496
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Sound in mode on : how sound stimuli influence customer engagement?
Valenzuela-Gálvez, E. Sophía; González-Benito, Óscar; … - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015595714
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The different effects of mass-media marketing and personal sales budgets across the life cycle of B2B high-tech start-ups
Vomberg, Arnd; Frieß, Maximilian; Alavi, Sascha; Maag, … - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015597072
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Integrating artificial intelligence with market research : a dual approach to boosting brand value
Škare, Marinko; Sinkovic, Dean; Kowalska, Magdalena; … - 2026
This study investigates the impact of artificial intelligence (AI) capabilities on brand management and value creation, proposing a comprehensive competitiveness framework for firms. Utilizing a panel dataset spanning 26 years across 30 countries, Arellano-Bond and Blundell-Bond System GMM...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015606819
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A conceptual discussion of how social power theory and the extended marketing mix can be used to improve alignment and engagement in organisations
Khan, Sardana Islam; Shaw, Michael; Bandara, Priyantha - 2026
Instead of being a mechanism used by management in the name of productivity, it is suggested that social power theory can be combined with the extended marketing mix to empower groups of actors in organisations. These two foundational rubrics usually perpetuate the status quo, but when used with...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015625269
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How ephemeral content marketing fosters brand love and customer engagement
Khoi Minh Nguyen; Ngan Thanh Nguyen; Pham, Thao Thi Xuan; … - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015638925
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Philanthropic practice on consumer attitude mediation of CRM campaign and CRM purchase intention
Durgha Devi, L.; Arumugam, Thangaraja - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015651511
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Strategic factor markets : a critical review, insights and future directions
Koparan, Ipek - 2026
This study aims to synthesize the fragmented strategic factor markets (SFM) literature and propose a coherent conceptual framework highlighting key theoretical extensions and practical implications. It identifies conceptual tensions, underexplored intersections, and emerging challenges related...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015652547
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Entrepreneurial marketing effects on sustainable social performance of SMEs : the mediating role of entrepreneurial ecosystem policy
Kankam-Kwarteng, Collins; Dzansi, Dennis Yao; Atiase, … - 2026
The Ghanaian economy faces significant challenges in providing robust policy support and cohesive ecosystem structures that enable small- and medium-sized enterprises (SMEs) operating in the country to effectively convert entrepreneurial marketing activities into sustainable social outcomes. The...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015653677
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Modeling the impact of market orientation, circular economy, and innovation on tourism sustainability : a structural approach
Travar, Irena; Parra-López, Eduardo - 2026
Tourist destinations face increasing spatial, environmental, and social pressures. Therefore, it is necessary to direct the further development of tourism towards achieving overall balance, with a tendency to minimize all negative effects. One possible mechanism for establishing a harmonious...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015633566
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Corporate self-representation on official websites : strategic signifiers and sentiment profiles
Kostelić, Katarina; Gonan Božac, Marli - 2026
Organizations communicate across many channels, yet official websites remain a controlled, authoritative space where firms articulate identity and strategy. This study examines how Croatia's top enterprises (n = 100) describe themselves on their websites and which emotional tones they use to...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015633936
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Development of marketing tools for the express delivery industry to increase consumer loyalty
Bocevičius, Hubert; Tamulienė, Vilma - 2026
This research explores how to develop and enhance marketing tools to increase consumer loyalty in the express delivery industry. The study analyzes the influence of these tools on customer loyalty by reviewing scientific literature. The theoretical framework examines various marketing tools,...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015667696
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Investigating the role of influencer marketing in shaping luxury brand perceptions
Akter, Salma; Khan, Raihan Ahamed - 2026
This study aims to determine how influencer marketing affects consumer perceptions of luxury brands. It investigates how social media influence customer perception, paying special attention to how exclusivity, desirability, and authenticity are important factors in consumers' perceptions of...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015653884
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Four dimensions of brand storytelling : framework for managing and analyzing online brand stories
Zimand-Sheiner, Dorit - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015669285
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Integrated brand analysis and strategy : strategic decision guidelines for brand positioning and market strategy
Godbersen, Hendrik - 2026
A method for integrated brand analysis and strategy is developed in this work. The foundation of this method is market research, through which the relevance of brand attributes, their evaluation for competing brands and the market performance of these brands on the steps of the buying process...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015670501
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An investigation into the evolution of marketing-mix effectiveness : an empirics-first approach
Gielens, Katrijn; Steenkamp, Jan-Benedict E. M. - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015670290
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Strategic change capability in marketing organizations : conceptualization, scale development, and validation
Bekos, Georgios S.; Chari, Simos; Jaakkola, Matti; … - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015670172
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Der Einsatz der 4 (Marketing) Politiken im Markt für komplementäre und alternative Medizin - Eine Literaturanalyse mit Fallbeispielen und Empfehlungen
Bergmann, Holger - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015556651
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The sustainability marketing canvas : from conceptual chaos to coherence
Fuduric, Nikolina - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015617989
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Marketing strategies of Chinese online platforms in Switzerland
Reust, Dominik - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015617998
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Functional top management teams and marketing organization : exploring strategic decision-making
Eriksson, Theresa; Robertson, Jeandri; Näppä, Anna - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015546807
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Export market orientation and new product performance : the moderating roles of process and output controls
Ishii, Ryuta; Yuki, Sho - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547055
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Commercialization of influencer content on social media : the roles of parasocial relationships and sponsorship disclosures
Lim, Weng Marc; Koay, Kian Yeik; Cheah, Chee Wei - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547062
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Entrepreneurial marketing and firm performance : scale development, validation, and empirical test
Alqahtani, Nasser; Uslay, Can; Yeniyurt, Sengun - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547106
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Beyond the 4Ps : how marketing can influence strategy in a changing landscape
Germann, Frank - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547486
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Aspirations in marketing? : pick the right company!
McAlister, Leigh - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547542
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(Re)claiming marketing’s strategic role : get the board on board!
Ebbes, Peter - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547544
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The AI-enabled marketer : reclaiming strategic influence in the age of AI
Hartman, Kevin - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547548
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Marketing as a silo-breaker : how to turn organizational constraints into opportunities for strategic influence
Buder, Fabian; Di Napoli, Stefano; Gasser, Florian - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547558
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Using artificial intelligence to improve customer engagement : user experience with chatbot technology
Zemmouri, Aicha; Choufari, Salma - 2025
This study examines the impact of artificial intelligence (AI) on improving customer loyalty through the use of chatbot technology, with a specific focus on the user experience of Moroccan consumers. The increasing integration of AI into customer service, especially through chatbots, represents...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015655174
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Predictors of social media influencer marketing effectiveness : a comprehensive literature review and meta-analysis
Spörl-Wang, Katja; Krause, Franziska; Henkel, Sven - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015154429
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Transformative marketing education : drivers, outcomes, and research agenda
Kumar, Vikas; Rajan, Bharath; Garg, Vivek - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015372894
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Self-comparing with virtual influencers : effects on followers' wellbeing
Nasr, Lina I.; Mousavi, Sahar; Michaelidou, Nina - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015373257
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Marketing innovations and digital technologies : a systematic review, proposed framework, and future research agenda
Athaide, Gerard A.; Jeon, Jaihyun; Raj, S. P.; Sivakumar, K. - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015373409
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The enrichment economy : market dynamics, brand strategy, and ethics
Dion, Delphine; Pavlyuchenko, Roman; Prokopec, Sonja - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015374201
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Advance selling strategy and pricing decisions with online reviews
Tang, Ming-Zhao; You, Tian-Hui; Cao, Bing-Bing - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015375848
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Balancing economic benefits and environmental costs : introducing carbon footprint indicators in tourist market targeting
Gallego, Inmaculada; Font, Xavier; Torres-Delgado, Anna - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015334534
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Joint dynamic pricing and marketing-mix strategies for revenue management applications with stochastic demand
Schlosser, Rainer; Chenavaz, Régis Y. - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015338223
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Sustainability orientation and post-entry performance : the role of brand and market-oriented capabilities
Frimpong, Kwabena; Adomako, Samuel; Nguyen Phong Nguyen; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015357440
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FaceReader as a neuromarketing tool to compare the olfactory preferences of customers in selected markets
Berčík, Jakub; Mravcová, Anna; Sendra Nadal, Esther; … - 2025
Purpose The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of customers in the bakery department of a grocery store in the Slovak and the Spanish market....
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015190404
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Social media marketing and brand loyalty : exploring interrelationships through symmetrical and asymmetrical modeling
Ali, Faizan; Suveatwatanakul, Chokechai; Nanu, Luana; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015190421
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Influencer marketing unlocked : understanding the value chains driving the creator economy
Libai, Barak; Rosario, Ana Babić; Beichert, Maximilian; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015192976
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Influencer marketing effectiveness : a meta-analytic review
Pan, Meizhi; Blut, Markus; Ghiassaleh, Arezou; Lee, … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015192980
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The key role of market orientation in innovation ambidexterity in agribusiness firms
Corchuelo Martínez-Azúa, María Beatriz; Dias, … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194516
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Der Einsatz der 4 (Marketing) Politiken im Markt für komplementäre und alternative Medizin - eine Literaturanalyse mit Fallbeispielen und Empfehlungen : Essay
Bergmann, Holger - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015173451
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Strategic-hybrid orientations and perceived business performance in medium/high-tech SMEs
Magalhães-Teixeira, Antonio Manuel; Roldán, José L.; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015197006
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The architecture of marketing leadership : how different structures of marketing presence in the top management team drive new product performance
Mehrabi, Hamed; Chen, Yongjian; Ranaweera, Chatura - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015201433
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Unfaithful brands : how brand attachment can lead to negative responses to influencer marketing campaigns
Bentley, Kara; Rajagopal, Priyali; Kulow, Katina - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015358369
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