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Berislav Andrlic, Hrvoje Budic and Vjekoslav Pismis

, Perceived Quality of Product , Services and Stores. New York: ed. Jacob Jacobi and Jerry Olson, Lexington Books . Meler, M., 2003. Non - profit marketing . Osijek: University of Osijek, Faculty of Economics. Raybould J. and Sheedy, V. 2005, Are graduates equipped with the right skills in the employability stakes ?. Industrial and Commercial Training , 37, pp.259-263. Renko, N., 2005. Marketing strategies . Zagreb: Edition Ljevak. Svensson, G., 2005. The spherical marketing concept: A revitalization of the

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Jonah Berger and Katherine L. Milkman

References Berger, Jonah (2011), “Arousal Increases Social Transmission of Information”, Psychological Science, 22(7), 891 - 893. Berger, Jonah (2013): “Contagious: Why Things Catch On”; Simon & Schuster Cashmore, Pete (2009), “YouTube: Why Do We Watch?” http://www.cnn.com/2009/TECH/12/17/cashmore.youtube/index.html Godes, David and Dina Mayzlin (2009), “Firm-Created Word-of-Mouth Communication: Evidence from a Field Test”, Marketing Science, Vol. 28, pp. 721 - 739.

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Abstract

Even if you measure a lot, you can’t measure everything. Be it for a lack of available data, for instance, in some developing countries or be it because you just have to draw a line at some point. The art of using the collected data for making marketing truly accountable lies, according to Nick Chesterton, in knowing what individual metrics really mean and using the gained insights in subsequent processes. Follow Unilever on its path from metrics to action.

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Danuta Janczewska

References Białoń L., Janczewska D. (2009), Marketing innowacji [in:] Tożsamość i wizerunek marketingu , red. R. Niestrój, Published by PWE, Warszawa. Blaik P. (2010), Logistyka. Koncepcja zintegrowanego zarządzania przedsiębiorstwem, Published by PWE, Warszawa. Dwiliński L. (2006), Zarys logistyki przedsiębiorstwa, Published by Oficyna Wydawnicza Politechniki Warszawskiej, Warszawa. Gattorna J. (2013), Dynamiczne łańcuchy dostaw, Published by Wydawnictwo Eurologistic, Poznań

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Lopo Rego, Matthew T. Billett and Neil A. Morgan

References Kamstra, Mark, Peter Kennedy, and Tek-Kin Suan (2001), “Combining Bond Rating Forecasts Using Logit,” Financial Review, 37 (1), 75 - 96. Keller, Kevin Lane (2003), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2nd Ed., Prentice-Hall: Englewood Cliffs, NJ. Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (1), 1 - 22. Srivastava, Rajendra K., Tasadduq A. Shervani, and Liam Fahey (1998

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Irakli Abashidze and Marcin Dąbrowski

comprehensive approach to privacy in the cloud-based Internet of Things”, in Future Generation Computer Systems, vol. 56, 2016, pp. 701-718. [4] S. Jankowski, J. Covello, H. Bellini et al. (2014) The Internet of Things: Making sense of the next mega-trend [Online]. Available: http://www.goldmansachs.com/our-thinking/outlook/internet-of-things/iot-report.pdf [5] P. Kotler. „Needs, wants and demands”, in Marketing management, millennium edition, P. Kotler, New Jersey: Prentice-Hall Inc., 2001. [6] S. Kramer. (2015) Optimizing

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Hemant Bamoriya

India: Is TAM a robust model for explaining intention. Organizations and Markets in Emerging Economies, 3(1), 89-101. Bisel, J. (2011). Mobile marketing and QR codes. Hudson Valley Business Journal, 22(37), 21. Cheung, G. S. C., & Li, L. K. W. (2009). The perceptions and attitudes towards SMS advertising in Hong Kong. Re-trieved May 07, 2012, from http://libproject.hkbu.edu. hk/trsimage/hp/07013930.pdf. Daniells, K. (2011). The rise of QR codes. Retrieved Novem-ber 23, 2012, from http://www.digitalbuzzblog.com/ infographic

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Nicolae Al. Pop, Cristina-Maria Ott, Daniela Simion and Monica Zottu-Z

References Allen, Judy, (2004). Marketing Your Event Planning Business: A Creative Approach to Gaining the Competitive Edge, Mississauga, ON: John Wiley & Sons. Angheluta, B. (2017, June). Care este cea mai să acă ţa ă din lume. Retrieved from www.businessmagazin.ro/analize/care-este-cea-mai-saraca-tara-din-lume-undelocuitorii-castiga-mai-putin-de-400-de-dolari-pe-an-15452941 Bastien, V., Kapferer, J.N. (2009). Luxe oblige, Paris: Edition ’O ganisation p. 48. Bladen, C. et al. (2011). Events

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Nikola Cuculeski, Ilijana Petrovska and Vasko Cuculeski

References [1] Anon, (1985). AMA Board Approves New Marketing Definition. Marketing Educator, Spring, p. 1. [2] Badulescu, A., Badulescu, D., Bac, D. & Sipos-Gug, S. (2014). Attitudes and intentions of Business Master Students towards Sustainable tourism and entrepreneurship. Amfiteatru Economic. Vol. XVI. Special No.8. November 2014, pp. 1110-1124 [3] Bartelmus, P. (1989). Environment and Development. London: Allen and Unwin. [4] Belz and Peattie’s (2009). Sustainability marketing, a global perspective. Chichester: Wiley [5] Berry

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Valentina Burksiene, Jaroslav Dvorak and Gabriele Burbulyte-Tsiskarishvili

Literature Aubert, A., Marton, G., & Raffay, Z. (2015). Impacts of the European capital of culture title of Pécs on the city's tourism. Geographica Timisiensis , 24(1), 31-42. Bell, S. & Morse, S. (2003). Measuring Sustainability: Learning by Doing . Earthscan Publications Ltd. Belz, F.M. & Karstens, B. (2005). Strategic and Instrumental Sustainability Marketing in the Western European Food Processing Industry: Conceptual Framework and Hypothesis. Proceedings of the Corporate Responsibility Research Conference , Euromed Management School