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Frank Lozada-Contreras
Pág. 57 - 70
The purpose of this study was to determine the relationship between the level of responsibility that the Chief Marketing Officer (CMO) has in marketing functions in Puerto Rican companies and metrics in marketing. There is a debate in the literatur...
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Juan Carlos Suárez Pérez, Osmany Pérez Barral
Pág. 129 - 142
La investigación comprende y analiza la situación actual de las estrategias de marketing en las pequeñas y medianas empresas (pymes), pues se ha evidenciado que están diseñadas de manera empírica, es decir, sin un sustento técnico que garantice el éxito ...
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Jackson Cittadin,Aléssio Bessa Sarquis,Ricardo Limongi França Coelho,Nadia Kassouf Pizzinatto
Pág. 408 - 442
Objetivo: analisar pequenas empresas de confecção de vestuários quanto à utilização de práticas contemporâneas do marketing interativo, digital e de rede.Metodologia: o estudo tem natureza qualitativa e descritiva, envolvendo multicasos, e foi conduzido ...
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Jackson Cittadin,Aléssio Bessa Sarquis,Ricardo Limongi França Coelho,Nadia Kassouf Pizzinatto
Pág. 408 - 442
Objetivo: analisar pequenas empresas de confecção de vestuários quanto à utilização de práticas contemporâneas do marketing interativo, digital e de rede.Metodologia: o estudo tem natureza qualitativa e descritiva, envolvendo multicasos, e foi conduzido ...
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André Luiz Ramos,Otávio Bandeira De Lamônica Freire,Marcelo Moll Brandão
Pág. 235 - 260
Thinking marketing strategies from a resource-based perspective (Barney, 1991), proposing assets as either tangible, organizational and human, and from Constantin and Luch?s vision (1994), where strategic resources can be tanbigle or intangible, internal...
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?eljka Marcinko Trkulja, Dinko Primorac and Irena Bilic
This paper delves into the concept of socially responsible marketing and its significance in fostering diversity, equity, and inclusion within organizational environments. It elucidates the connection between marketing and corporate social responsibility...
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Sumaryanto Sumaryanto,Erni Widajanti
Pág. 382 - 397
The Covid-19 pandemic has had an impact on the marketing performance of MSMEs in Indonesia, as indicated by a decrease in sales. Therefore, various strategies must be carried out to boost the sales, including by implementing marketing innovations and inc...
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Addisu Bekele Demie,(Madda Walabu UniversityEthiopia)Elia Muhammed,(Madda Walabu UniversityEthiopia)Nurhuseen Endris,(Madda Walabu UniversityEthiopia)Habtimer Mekonnen,(Madda Walabu UniversityEthiopia)
Pág. 42 - 56
AbstractThe main aim of this study is assessment of the effect of marketing practice on the business performance of micro and small MSE in shashemanne town, Ethiopia. In order to make the study being manageable it is necessary to define the delimitation ...
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Hamed Nozari, Agnieszka Szmelter-Jarosz and Javid Ghahremani-Nahr
The use of advanced computer technologies has dramatically changed marketing. Concepts such as smart, sustainable, and green marketing have emerged in the last 20 years. One of these new technologies is the Internet of Things (IoT), which has led to the ...
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Sergio Luque-Ortiz
Pág. e - 1650
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Zahaira Fabiola González Romo,Irene García-Medina,Noemí Plaza Romero
Pág. pp. 136 - 149
This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audienc...
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Roberto Osorio Mass, Luis Restrepo Jiménez, Helmer Muñoz Hernández
Pág. 3 - 20
La evolución del marketing ha sido sin duda una frenética carrera de cambios constantes desde sus orígenes; no obstante, hoy en día la sociedad es testigo de una revolución sin precedentes en las formas de relación de las organización con sus mercados, g...
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Siamak Azadi,Elham Rahimzadeh
Pág. 46 - 58
Original Published AbstractConsidering the importance of marketing strategies in a competitive environment dominated by E-commerce and also limit the effective implementation of research results in terms of marketing mix in e-participation, can manage sa...
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Maftuhah Nurrahmi
Pág. 198 - 206
Purpose of this study was to analyze hotel marketing strategies carried out by hotel owned by the South Sumatra regional government. This study was designing an experiential marketing strategy for hotels owned by the South Sumatra regional government and...
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Ume Smiles,Francisca U Okoye,Arneh N Johnson,George Okoro
Analysis of moringa oleifera Lam (Moringaceae) product marketing and its? effect on environment in South East, Nigeria was studied. Specifically, the objectives of the study are to describe the socio-economic characteristic of moringa product marke...
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Nurman Nurman, Elfi Susanti, Lintang Nur Agia
Pág. 499 - 505
Marketing management is one of the main activities carried out by the company to maintain the sustainability of the company, to develop, and to make a profit. The purpose of this study is to compare the traditional marketing system that is already runnin...
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Luminita Zait
The best known definitions provided to the concept of marketing management, in the last decades of the 21st century have in common ? the orientation towards the client and the development of successfull relations with the clients, the substantion and ope...
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L. Pitt,P. Steyn
AbstractWorking relations between marketing researchers and managers have merited some attention in marketing literature with particular emphasis on the responsibilities of both parties. In this article the authors report the results of a survey of large...
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K. Bhowan,W. A.A. Maguire
AbstractLevitt's famous article, 'Marketing Myopia' (1960), led to widespread acceptance that a marketing orientation is superior to a product orientation and brought the marketing concept to greater prominence. Writers have tended to present the discuss...
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K. Bhowan,W. A.A. Maguire
AbstractLevitt's famous article, 'Marketing Myopia' (1960), led to widespread acceptance that a marketing orientation is superior to a product orientation and brought the marketing concept to greater prominence. Writers have tended to present the discuss...
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