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Don O’Sullivan and Andrew V. Abela

References McGovern, G. J., D. Court, J. A. Quelch, B. Crawford (2004), “Bringing Customers into the Boardroom“, Harvard Business Review, 82 (11), pp. 70 - 80. Verhoef, Peter C. and Lee flang, Peter S.H. (2010), “Getting marketing back into the boardroom: The Influence of the Marketing Department in Companies Today“, GfK Marketing Intelligence Review, Vol. 2, No. 1, pp. 34 - 41. Webster, F. E., Malter, A.J., Ganesan, S. (2005), “The Decline and Dispersion of Marketing Competence“, MIT Sloan Management Review

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Koen Pauwels

References Biesdorf, Stefan; Court, David; Willmott, Paul (2013): “Big Data: What’s Your Plan?” McKinsey Quarterly (March) Drucker, Peter (1967): “The Manager and the Moron” in Technology, Management and Society: Essays by Peter F. Drucker, pp. 166 - 177. Germann, Frank; Lilien, Gary L.; Rangaswamy, Arvind (2013): “Performance Implications of Deploying Marketing Analytics,” International Journal of Research in Marketing, Vol. 30 (2), pp. 114 - 128. Pauwels, Koen (2014): It’s not the Size of the

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Safura Mohamed Kallier

References American Marketing Association. (2013), “Definition of marketing communication” Available at: <https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx> (accessed June 27, 2016). Ahmed, B. and Husain, S.T. (2014), “E-marketing - A paradigm shift in the 21st century”, in Patil, D.B, Bhakkad, D.D. (eds). (2014), Redefining Management practices and marketing in modern age, Atharva publications. Amirkhanpour, M., Vrontis, D. and Thrassou. A. (2014), “Mobile marketing: a contemporary strategic

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David J. Reibstein

References Farris, Paul W.; Bendle, Neil T.; Pfeifer, Phillip E.; Reibstein, David J. (2010): Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2nd ed., Wharton School Publishing. Lehmann, Donald R.; Reibstein, David J. (2006): Marketing Metrics and Financial Performance, Marketing Science Institute.

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Peter C. Verhoef and Peter S.H. Leeflang

References Farris, Paul, Neil T. Bendle, Philllip E. Pfeifer, and David J. Reibstein (2006), “Marketing Metrics: Fifty + Metrics Every Marketer Should Know,” Philadelphia, PA: Wharton School Publishing. Homburg, Christian, John P. Workman and Harald Krohmer (1999), “Marketing‘s Influence within the Firm,” Journal of Marketing, 63 (2), pp. 1 - 17. McGovern, Gail J., David Court, John A. Quelch, and Blair Crawford (2004), “Bringing Customers Back into the Boardroom,” Harvard Business Review, 82 (11), pp. 70 - 80

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Lidia Białoń

References 1. Białoń, L. (ed.) (2008). Aktywność innowacyjna organizacji. Warszawa: Wyd. Oficyna Wydawnicza WSM 2. Białoń, L. (2012). Marketing badan naukowych. In: A.H. Jasiński, R. Ciborowski (ed.). Ekonomika i zarządzanie innowacjami w warunkach zrównoważonego rozwoju. Białystok: Wyd. Uniwersytetu w Białymstoku. 3. Davenport, T.H. (2008). Zarządzanie pracownikami wiedzy. Warszawa: Oficyna Wolters Kluwer Sp z o.o. 4. Drucker,P.F. (2004). Natchnienie i fart czyli innowacja i przedsiębiorczość

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Lukáš Copuš and Karol Čarnogurský

social media perspective”, Journal of Product and Brand Management , Vol. 1, No. 24, pp. 28-42. Direction, S. (2016), “Social media as the path to a marketing strategy: Companies must become “curators” to meet the challenge”, Strategic Direction , Vol 2 No. 32, pp. 20-22. Droppa, M., Budaj, P. and Mikuš, P. (2013). “An organisational culture and the process performance of the organisation.” in: An organisational culture and the process performance of the organisation, Association internationale SÉCT: Fribourg, p. 27. Gong, W., Stump, R. L., and Li

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Mirosława Pluta-Olearnik

References 1. Baruk, A. (2014). Relacyjny kontekst marketingu personalnego organizacji naukowych. Marketing Instytucji Naukowych i Badawczych. Warszawa: Instytut Lotnictwa, no. 13. 2. Cambra-Fierro, J., Cambra-Berduń, J. (2016). The role of school and university teachers as part-time marketers. Marketing Intelligence & Planning, Vol. 26 Iss 5, pp. 539-551. 3. Ciechomski, W. (2004). Uwarunkowania i sposoby promocji uczelni. In: Marketing szkół wyższych. Poznań: WSB, pp. 262-270. 4. Clark B

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Witold Świeczak

References 1. Trends 2014 in Online Marketing: Content Marketing, http://www.omedia24.de/blog/trends/trends-2014-im-online-marketing-content-marketing/ (24.03.2014). 2. What is Content Marketing?: Content Marketing, http://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content-marketing/ (19.09.2014). 3. Content marketing defined: a customer-centric content marketing definition, http://www.iscoop.eu/content-marketing/content-marketing-defined-customer-centric-content-marketing-definition/ (29

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Wojciech Łukowski

Bibliography 1. Setiawan, I., Kartajaya, H., Kotler, P. (2017). Marketing 4.0: Moving from Traditional to Digital . Warszawa: MT Biznes. 2. Nowacki, F. (2017). Marketing 4.0 — nowa koncepcja w obliczu przemian współczesnego konsumenta. Marketing i Rynek (6). 3. Fonfara, K. (2014). Marketing partnerski na rynku przedsiębiorstw. Warszawa: PWE. 4. Sznajder, A. (2013). Wpływ mobilnej technologii informacyjnej na działalność marketingową przedsiębiorstw. Gospodarka Narodowa (7–8). 5. Kotler, P., Kartajaya, H., Setiawan, I. (2010