This book undertakes a critical examination of commercial rights to sports mega-events (focusing on sponsorship), the exclusivity of such rights and t ...
This volume includes the full proceedings from the 2004 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, entitled Ass ...
This book presents current research on boundary spanning elements. The editors bring together extant knowledge in the field and present a uniform narr ...
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketin ...
This book contains the full proceedings of the 2015 Academy of Marketing Science Annual Conference held in Denver, Colorado. Marketing has become ubiq ...
On the Romanian market there are 21 international hotel chains, having 51 hotels. The goal of the research paper is to analyze which are the marketing ...
This volume includes the full proceedings from the 2010 Cultural Perspectives in Marketing Conference held in Lille, France with the theme Cultural Pe ...
Game theory has proven useful to represent and conceptualize problems of conflict and cooperation in a formal way, and to predict the outcome of such ...
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to ...
This volume includes the full proceedings from the 2012 World Marketing Congress and Cultural Perspectives in Marketing held in Atlanta, Georgia with ...
Using dozens of case studies from well-known companies such as General Electric, FedEx, Procter & Gamble, Merck, Boeing, and Intel, Delahaye president ...
Value Chain Marketing (VCM) is a promising strategy to overcome immediate customers’ innovation resistance. By pursuing VCM, material suppliers enlar ...
With over 300 entries from hundreds of global experts, this is one of the premier marketing reference resources available worldwide.The 6-volume WIEM ...
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 t ...
For years, I have been impressed by how dynamic markets are. Marketing strategies are rarely successful without adjustments over time, and marketing m ...
Die Globalisierung verändert das Umfeld einzelner Unternehmen rasant und erfordert eine verstärkte internationale Ausrichtung der Geschäftstätigkeit. ...
Service hat sich zu einem wichtigen Wettbewerbsfaktor und Marketinginstrument auf nationalen und internationalen Märkten entwickelt. Immer häufiger zi ...
This textbook gives a comprehensive overview of the key principles of business marketing. The reader will be introduced into methods and theories in ...
Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with informati ...
