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Sponsor- and Country-Related Predictors of Sponsorship Effectiveness Sponsor…
Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily business. Successful sports marketing execution is more than purchasing a 30-second spot or signage in a stadium: It is to improve and enhance customer…
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- ISBN/ISSN
- 978-3-658-07684-9
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The Replication of Retail Fashion Formats into Foreign Countries A Qualitati…
Christoph Schröder does one of the first attempts to analyze format transfers within the scope of different strategies, format elements, countries and success with focus on the fashion industry. Three distinct format transfer strategies are identified. The empirically observed design of format elements supports and extends the existing research. Fashion firms standardize their “Retail cultur…
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- ISBN/ISSN
- 978-3-658-07541-5
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New Meanings for Marketing in a New Millennium
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…
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- 1
- ISBN/ISSN
- 978-3-319-11926-7
- Collation
- XXIX, 302
- Series Title
- Developments in Marketing Science: Proceedings of the Academy of Marketing Science
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The Paradox of Points: Theoretical Foundation and Empirical Evidence of Mediu…
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…
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- ISBN/ISSN
- 978-3-658-09543-7
- Collation
- XIX, 163
- Series Title
- Applied Marketing Science / Angewandte Marketingforschung
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Wine Queens Understanding the Role of Women in Wine Marketing
This book explores a fairly unique wine marketing topic by examining the role and historic function of Wine Queens and Wine Kings. The author charts the history of Wine Queens in Europe, the Americas and Asia, while also focusing on cases from Slovenia. The difference between Wine Queens and Beauty Queens is also described in light of marketing approaches used in the wine industry. The book con…
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- 978-3-319-16661-2
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- XIII, 49
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Boundary Spanning Elements and the Marketing Function in Organizations : Conc…
This book presents current research on boundary spanning elements. The editors bring together extant knowledge in the field and present a uniform narrative. Previous studies have often been disseminated across several academic disciplines like services marketing, personal selling and sales management etc. and this monograph aggregates studies dealing with boundary spanning elements or has bound…
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- ISBN/ISSN
- 978-3-319-13440-6
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- -
- Series Title
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- Call Number
- 658.01
Vertical Cooperative Advertising in Supply Chain Management A Game-Theoretic…
In this book methods from Operations Research and Game Theory are used to determine companies’ profit-maximizing strategies related to pricing and (cooperative) advertising. It considers different supply chain structures as well as various distributions of power, making it possible to analyze both inter-echelon and intra-echelon dependencies between the companies’ decisions. Additionally, a…
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- ISBN/ISSN
- 978-3-319-11626-6
- Collation
- XXII, 149
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- Call Number
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Vertical Brand Portfolio Management Strategies for Integrated Brand Manageme…
Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determini…
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- ISBN/ISSN
- 978-3-658-08221-5
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- XIX, 273
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Value Chain Marketing A Marketing Strategy to Overcome Immediate Customer In…
Value Chain Marketing (VCM) is a promising strategy to overcome immediate customers’ innovation resistance. By pursuing VCM, material suppliers enlarge their target group beyond their immediate customers and address their downstream customers as well. Treading on relatively unexplored grounds, this book explores the relevance of VCM and comprehends its process; identifies the critical fact…
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- ISBN/ISSN
- 978-3-319-11376-0
- Collation
- 91 b/w illustrations
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- -
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Use of Market Data in the Recruitment of High Potentials Segmentation and Ta…
In his study, Jan Posthumus uses the grounded theory method to explore the implementation of marketing instruments such as segmentation and targeting in the recruitment of high potentials in the pharmaceutical industry. The implementation of these instruments can best be understood as the result of an interaction between four categories: the identified internal need for certain groups of high p…
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- ISBN/ISSN
- 978-3-658-10376-7
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- 8 b/w illustrations
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