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Praxisorientiertes Marketing
Es ist Ralf Kreutzer wieder gelungen, die richtigen Schwerpunkte zu setzen. Er macht überzeugend deutlich, dass die bewährten Basics im Marketing auch im Online- und Digital-Zeitalter Gültigkeit haben. Prädiktat: besonders lesenswert! Univ.-Prof. Dr. Dr. h. c. Wolfgang Fritz, Technische Universität Braunschweig und Universität Wien Die 6. Auflage wurde umfassend überarbeitet und um w…
- Edition
- 1
- ISBN/ISSN
- 978-3-658-35307-0
- Collation
- Manajemen/Marketing
- Series Title
- -
- Call Number
- 658
The Paradox of Points
In his research, Sören Köcher provides valuable insights on the paradoxical effects of the magnitude of a loyalty program medium—i.e. the sheer number of points, miles, or stamps credited for every purchase and required for reward redemption—on the central consumer decisions in loyalty program memberships. In sum, the results of twelve empirical studies reveal that high magnitude currenci…
- Edition
- 1
- ISBN/ISSN
- 978-3-658-09543-7
- Collation
- -
- Series Title
- Applied Marketing Science / Angewandte Marketingforschung
- Call Number
- XIX, 163, 27 b/w illustrations
Assessing the Different Roles of Marketing Theory and Practice in the Jaws of…
This volume includes the full proceedings from the 2004 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, entitled Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty. It include papers aimed to create awareness of the issues, trends, and advances associated with current marketing theories and practices. Found…
- Edition
- Ed. 1
- ISBN/ISSN
- 978-3-319-11845-1
- Collation
- XXXIII, 353
- Series Title
- Developments in Marketing Science: Proceedings of the Academy of Marketing Science
- Call Number
- 381 ASS a
Revolution in Marketing: Market Driving Changes
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these ev…
- Edition
- Ed. 1
- ISBN/ISSN
- 978-3-319-11761-4
- Collation
- -
- Series Title
- -
- Call Number
- -
Rethinking Place Branding
As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical and evidence-based approach. Contributions by world-leading specialists explore a series of crucially …
- Edition
- Ed. 1
- ISBN/ISSN
- 978-3-319-12424-7
- Collation
- -
- Series Title
- -
- Call Number
- -
Growing Brands Through Sponsorship An Empirical Investigation of Brand Image…
Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet this practice leaves a valuable part of a sponsorship alliance unexploited. Specifically, the author infers from theories of social and cognitive psychology to propose and t…
- Edition
- Ed. 1
- ISBN/ISSN
- 978-3-658-07249-0
- Collation
- XXVIII, 349
- Series Title
- -
- Call Number
- -
Creating and Delivering Value in Marketing
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from th…
- Edition
- 1
- ISBN/ISSN
- 9783319118482
- Collation
- XXXIV, 280
- Series Title
- Developments in Marketing Science: Proceedings of the Academy of Marketing Science
- Call Number
- 381
Transport and Logistics in a Globalizing World A Focus on Italy
Globalization of the economy, fragmentation of the production process, increasing externalization of TNCs activities through their global value chains and the widespread adoption of Just-in-Time have increased the flows of raw materials, intermediate goods and finished products, with a direct effect on the transport and logistics industry. This industry, indeed, plays a key role in connecting t…
- Edition
- -
- ISBN/ISSN
- 978-3-319-00011-4
- Collation
- -
- Series Title
- -
- Call Number
- -
Tourism in Latin America Cases of Success
This book presents eleven case studies of success about Latin America tourism. The cases are embedded in a framework describing the economic and cultural foundations of tourism development in the continent. Mexico, Brazil, Chile and Costa Rica are some of the Latin countries which have become examples and models for touristic development, respect for the environment and social inclusion. The bo…
- Edition
- -
- ISBN/ISSN
- 978-3-319-05735-4
- Collation
- -
- Series Title
- -
- Call Number
- -
The Sustainable Global Marketplace Proceedings of the 2011 Academy of Market…
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these ev…
- Edition
- -
- ISBN/ISSN
- 978-3-319-10873-5
- Collation
- -
- Series Title
- -
- Call Number
- -
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