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Artificial Intelligence in Marketing
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. Here, leading scholars explore how marketing is …
Qualitative Consumer Research
In spite of, and because of, the attention recently paid to “big data” and the huge amount quantitative data available from online and point of sale transactions, qualitative and …
Marketing Accountability for Marketing and Non-Marketing Outcomes
This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, …
Toward a Better Understanding of the Role of Value in Markets and Marketing
In their 2004 article "Evolving to a new dominant logic for marketing," Vargo and Lusch established the related principles that value is always co-created and, thus, firms cannot …
Marketing In and For a Sustainable Society
This special issue will assemble a set of current, comprehensive/extended review articles/chapters written by distinguished experts on the state-of-the-art of marketing research …
Innovation and Strategy
Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and …
Review of Marketing Research
"The Review of Marketing Research" annual series provides current, state-of-the-art articles by the marketing field's leading researchers and academicians. Unlike other research …
The Vulnerable Consumer
Review of Marketing Research pushes the boundaries of marketing - broadening the marketing concept to make the world a better place. This special issue provides a roadmap for …
Brand Meaning Management
Establishing, expanding and leveraging brand meaning is critically important yet exceedingly complex. Successful brand meaning management is foundational to both brand …
Review of Marketing Research
This special issue of Review of Marketing Research is unique in that it contains articles by marketing legends in their own words. Presented in alphabetical order; Richard Bagozzi, …
Measurement in Marketing
Measurement is at the core of empirical research in marketing because researchers need measures that faithfully represent the constructs in their theories. This 19th volume of …