... (Nairne, 2002). Sports Sponsorship Marketing management Memory Regression analysis With a growth rate of 4.1 per cent and expenditures of US$57.5bn in 2015 (IEG, 2016), sponsorship has become a popular marketing communications vehicle. The expectation is that sponsorships create durable...

... of Marketing 7 Journal of Current Issues & Research in Advertising 6 Journal of Advertising Research 6 Journal of Promotion Management 5 Journal of Marketing Management 4 Journal of Marketing 3 Industrial Marketing Management 3...

...” of the organisation is opened to investigate potential value creation at an individual/manager level of analysis. Design/methodology/approach The authors gathered in-depth qualitative data from amongst marketing managers and directors in the UK, Australia and the USA. The authors theorised these data through...

... decision, as well as managerial, firm and environmental characteristics. Second, we conducted 22 qualitative interviews with managers from a range of functional areas (i.e. marketing, finance, operations, etc.), levels (i.e. marketing managers, CMOs, CEOs, etc.), firms (i.e. large and small, innovators...

...Karise Hutchinson; Lisa Victoria Donnell; Audrey Gilmore; Andrea Reid Purpose – The purpose of this paper is to understand how small to medium-sized enterprise (SME) retailers adopt and implement a loyalty card programme as a marketing management decision-making tool. Design/methodology...

... practice. © Emerald Group Publishing Limited 2014 Market orientation Marketing management Management practice Marketing concept Marketing practice The overall practice of management is argued to involve a range of practices which embody a number of activities. Attention devoted...

... to value for the customer, is difficult to establish (Gronroos, 2011, p. 287). This study focuses on customer co-creation of value in the context of the changing nature of marketing within the music industry. Consumer marketing Co-creation Marketing management Music industry Some...

.... and Mortimore , R. (2009), “ Examining the academic/commercial divide in marketing research ”, European Journal of Marketing , Vol. 43 Nos 11/12 , pp. 1289 ‐ 99 . Baker , M.J. and Erdogan , B.Z. (2000), “ Who we are and what we do – 2000 ”, Journal of Marketing Management , Vol. 16...

... 2011 Group identification Corporate identity Organisational identification Corporate marketing Slovenia Marketing management A key concern of corporate‐level marketing is the maintenance of exchange relationships with multiple stakeholder groups and networks (Balmer, 1998 ; Balmer...

...Levente Varga © Emerald Group Publishing Limited 2009 --> Marketing management General overview Short version Global International Balanced theory and praxis The book starts with a single page summary; an appetizer, which contains the main topics of marketing of which a firm...

...), “ Internal networks for internal marketing ”, Journal of Marketing Management , Vol. 13 No. 5 , pp. 343 ‐ 66 . Becker , J. and Homburg , C. (1999), “ Market‐oriented management: a systems‐based perspective ”, Journal of Market‐Focused Management , Vol. 4 No. 1 , pp. 17 ‐ 41...

.... Practical implications The strategic paradox in the results suggests that there is a need for a degree of top‐down imposition, yet it also suggested that fostering the cooperation of mid‐level marketing managers through bottom‐up initiatives is required in the implementation process. Originality/value...

.... © Emerald Group Publishing Limited 2005 Standardization Marketing management Tourism Scandinavia The debate over the extent of international marketing standardisation or adaptation is a long one. Solberg (2002) refers to it as “the perennial issue” (p. 1), particularly...

..., NY : McGraw‐Hill   2003 . , ISBN: 0 07 141363 4 © Emerald Group Publishing Limited 2004 --> Marketing management Return on investment Profit maximization Both marketing practitioners and researchers need a valid measurement of return on marketing investments. Marketing has...

... theories like relationship marketing that may be more familiar to marketing managers. It establishes four types of complex systems that might be used to model social systems. Of these four types, complex adaptive systems seem most appropriate to describe markets. This is illustrated in an investigation...

... capabilities of marketing managers are limited, increasing amounts of data may also increase the complexity of the decision‐making context. In turn, increased complexity enhances the probability of biased decision processes, thereby negatively affecting decision‐making performance. Marketing management support...

... Service industries Marketing management Marketing has traditionally been viewed as an exchange concept, suggesting a basic rationale for conducting business interests with giving and receiving something of value. As such, most discussions elaborate on the advantages and behaviors associated...

... themes, relationship marketing, neo‐relationship marketing (a term created by the authors), and network theory and then we suggest a framework for differentiating them. The common denominator of these three themes is that marketing management needs to be built on interdependent relationships rather than...

...Ga´bor Hova´nyi Norton   Paley . The Manager’s Guide to Competitive Marketing Strategies (2nd edition) . USA : St Lucie Press   1999 (2nd edition) . 448 pp. , ISBN: ISBN 157 4442 341   $49.95 (hardback) Marketing strategy Marketing management The last part...

... it, is the key to success. The paper will attempt to show why loyalty is the key to success in marketing, and that capitalism will fail unless it retains the loyalty of customers and of its many potential stakeholders. © MCB UP Limited 2000 Marketing management Customer loyalty Marketing strategy...