...Ravi Shekhar Kumar; Satyabhusan Dash; Naresh K. Malhotra Purpose This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework...

... to advertising avoidance and generated insights that are likely to be of practical value to marketers. Advertising Marketing communications Marketing activities Handbills are by no means a new promotional medium. During the late nineteenth century most advertising took the form of handbills...

... to smaller firms. © MCB UP Limited 1999 Business policy Marketing activities Marketing management Marketing research Medium‐sized business United Kingdom During the 1980s, the UK witnessed a strong surge of interest in marketing and the need to improve competitiveness at the level...

... of the study is twofold. First, the study shows that historical and contextual studies are required in order to understand the role and relevance of marketing activities and marketing based actors in business firms. Second, the study gives evidence for the usefulness of inter‐disciplinary research...

... Finanzwirtschaft der Unternehmung, München, 1977. 29. Bratschitsch, R., op. cit., Sp. 1599. © MCB UP Limited 1980 Economic indicators Marketing activities Marketing concepts ...

...David Ford; Chris Ryan Seeks to identify peculiarities involved in the sale of know‐how, suggesting various marketing strategies. Differentiates between three marketing activities: the use of a technology in manufacture or design; the marketing of a service based on a particular technology...

... of the context of the marketing specialism. © MCB UP Limited 1970 Marketing activities Specialisation Organizational structure The structure of the marketing specialisms in their context by D. S. Pugh London Graduate School of Business Studies This paper attempts to formulate the characteristics...

... defined may be just an illusion. © MCB UP Limited 1969 Ecology Marketing activities Methodology Human ecology, geography and marketing by Brian T. Robson University of Cambridge Ecology and marketing have many overlaps. While ecology may not provide a methodology for marketing, spatial...