...Shelleka Gupta; Bonia Sharma Purpose This study aims to analyse the trend of publication in the field of psychological ownership (PO) in marketing by looking at the previous research papers. The research pinpoints the key concepts, methodology, analytical approach and the structure of PO...

...Sakshi Yadav; Shivendra Kumar Pandey; Dheeraj Sharma Purpose This study aims to answer two significant questions: What are the relative consumer and firm-level effects of marketing through metaverse compared to conventional marketing endeavours? What are the current trends in utilizing...

...Bingfeng Bai; Junjun Gao; Yang Lv Purpose This paper aims to assess the links among these demand chain constructs by conducting a full-scale systematic review of all demand chain management (DCM) literature reviews published in marketing and operations management journals from 2013 to 2020...

...Muhammad Kashif; P.M.P. Fernando; Umair Altaf; John Walsh Purpose Marketing theory and practice is under severe criticism – socialists and the practitioners criticize marketing in its current form which calls for active efforts by marketers to reposition the discipline – making it beneficial...

... 2016 Emerald Group Publishing Limited Licensed re-use rights only Marketing Innovation Jordan Knowledge management Knowledge sharing Management Quantitative analysis Consultancy firms In the presence of hypercompetitive, complex, uncertain and rapidly changing environment...

... and its impact on relationship marketing outcomes. The purpose of this paper is to examine the differences of relationship proneness and its effect on relational satisfaction, relationship commitment and benefits between consumers from north and south of mainland China. Design/methodology/approach...

..., and adventure. Results based on student sample suggest more works are needed to generalize the findings. Practical implications This study points out online communication technologies (e.g., SNSs) are a double‐edged sword for consumers. Marketers need to manage consumers' feeling and experiences effectively...

...Sara Parry; Beata Kupiec‐Teahan; Jennifer Rowley Purpose The aim of this article is to develop an understanding of marketing and customer relationships in software SMEs (small to medium‐sized enterprises) using a mixed methods approach. Design/methodology/approach The methodology combined...

...Tho D. Nguyen; Trang T.M. Nguyen Purpose This study aims to explore the impact of Vietnamese firms' expectations of opportunities provided by the World Trade Organization (WTO) – expected WTO opportunities – on their marketing and innovativeness capabilities, and subsequently, on business...

...Pia Polsa; Karen M. Spens; David B. Grant Purpose The blood service sector faces issues with obtaining and retaining loyal donors at one end of its supply chain, a marketing issue, and being efficient and effective in blood and related product delivery to customers at the other end of its supply...

...Rajesh K. Pillania; Subhojit Banerjee Purpose Marketers have been using discounts and freebies for sales promotion strategy for a long time, yet a dilemma concerning better promotion remains. The paper tries to address this issue through empirical research by classifying sales promotion based...

...Raymond Hubbard; Andrew T. Norman Purpose Given marketing's fundamentally applied nature, to compare the relative impacts in the academy of work published by three groups – practitioners, practitioner‐academic alliances, and academics. Design/methodology/approach – Social Sciences Citation Index...

...Saif Saleh; Brian H. Kleiner This article tries to address some of the issues managers face in franchise systems; the use of high tech systems and marketing. Using these two tools in the best way possible is of great importance to franchisees and franchisors. Both the advantages and shortcomings...

...Jitka Kloudová; Dominic Medway; John Byrom Marketing is one of the key pillars of the successful management of an enterprise. For the transition economies of Central and Eastern Europe, this had previously been a neglected aspect. The aim of this paper is to assess the development of marketing...

...G. Reza Kiani States that advertisers on the World Wide Webb (WWW) rely on a traditional mass communication model, which may be inappropriate for electronic commerce. Sets out to explore how marketing could happen on the WWW. Explains the WWW, its origins, its phenomenal growth...

...Richard Dobbins; Barrie O. Pettman Asks which orders you would like to win and states that the answer lies in marketing and satisfying customers, with profit as a pleasant potential result. Suggests that companies should refocus their priorities, placing customers and improvements to customers...

...C.G. Elstone; D.F. Ball; A.W. Pearson The article looks at one aspect of a study of the R&D/marketing interface in six projects drawn from three companies in the pharmaceutical industry. © MCB UP Limited 1988 Marketing Pharmaceutical industry R&D Management Research News...

...Alan S. Dunk; Graham K. Kenny Performance evaluation in production and marketing involves the application of a wide range of measures. These encompass the activities specific to each department type and those in which there is a common organisation‐wide interest. The results of a questionnaire...

...Peter Turnbull; Teruhisa Yamada The interactive marketing strategies based on the “team approaches” or collective “organisation approaches” of Japanese companies have greatly contributed to the success of Japan in world markets and to the accumulation of Japan's post‐war economic wealth...