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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
- Call Number
- -
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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- ISBN/ISSN
- 978-3-319-16661-2
- Collation
- XIII, 49
- Series Title
- -
- Call Number
- -
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
- Collation
- -
- 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
- Series Title
- -
- 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
- Collation
- XIX, 273
- Series Title
- -
- Call Number
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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
- Series Title
- -
- Call Number
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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
- Collation
- 8 b/w illustrations
- Series Title
- -
- Call Number
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Handbook of Media Branding
This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other …
- Edition
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- ISBN/ISSN
- 978-3-319-18235-3
- Collation
- IX, 414
- Series Title
- -
- Call Number
- 330 HAN
Factors Driving Social Network Site Usage
Based on multiple surveys, the present book gives valuable insights into the factors driving Social Network Site usage behavior for both practitioners and academics. By empirically evaluating multiple influence factors, it contributes to the current body of knowledge on Social Network Site usage behavior and provides multiple practical implications for Social Network Site service providers, adv…
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- ISBN/ISSN
- 978-3-658-09918-3
- Collation
- 13 b/w illustrations
- Series Title
- -
- Call Number
- -
Core Concepts of Marketing
Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools…
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- ISBN/ISSN
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- Collation
- -
- Series Title
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- Call Number
- 330 BUR c
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