Towards a Unified Theory of Brand Equity - BRU-IUL
... This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand value formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the develo ...
... This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand value formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the develo ...
Developing and managing Brand Communities
... communities are self-sustaining (Achrol and Kotler 1999). However, while a significant number of studies have highlighted the benefits that can accrue to brands that manage to establish robust brand communities, little research has been conducted to explore how brands themselves can facilitate the d ...
... communities are self-sustaining (Achrol and Kotler 1999). However, while a significant number of studies have highlighted the benefits that can accrue to brands that manage to establish robust brand communities, little research has been conducted to explore how brands themselves can facilitate the d ...
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... and build a long- term relationship with, what marketing effort it should direct to each group. This will guard against the firm wasting resources on unprofitable customer. Customer life value thus greatly influences firm‟s profitability margins. ...
... and build a long- term relationship with, what marketing effort it should direct to each group. This will guard against the firm wasting resources on unprofitable customer. Customer life value thus greatly influences firm‟s profitability margins. ...
Digitalization and New Buyer Behavior is Changing B2B
... to their marketing and sales efforts, or to what degree they are using potential customers to help shape their value propositions. The research question that has been identified is how the relationships seen in knowledgeintensive B2B marketing are affected by the digitalization of society and the ch ...
... to their marketing and sales efforts, or to what degree they are using potential customers to help shape their value propositions. The research question that has been identified is how the relationships seen in knowledgeintensive B2B marketing are affected by the digitalization of society and the ch ...
Principles of Marketing, 13e (Kotler/Armstrong)
... Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall ...
... Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall ...
Academic paper : The evolving brand logic: A service
... Brands as Functional Images: Creating unique brand images became key in an increasingly competitive environment. Customers selected brands to solve externally generated consumption needs. Brands were part of the market offering. They constituted operand resources and had value-in-exchange (output or ...
... Brands as Functional Images: Creating unique brand images became key in an increasingly competitive environment. Customers selected brands to solve externally generated consumption needs. Brands were part of the market offering. They constituted operand resources and had value-in-exchange (output or ...
a conceptual framework for understanding consumer – based brand
... awareness, perceived quality, brand associations, brand loyalty and other proprietary assets. Keller (1993) develops an alternative view and defines the concept of consumer-based brand equity as the differential effect of brand knowledge on consumer response to the marketing of the brand. Keller vie ...
... awareness, perceived quality, brand associations, brand loyalty and other proprietary assets. Keller (1993) develops an alternative view and defines the concept of consumer-based brand equity as the differential effect of brand knowledge on consumer response to the marketing of the brand. Keller vie ...
ramon-chen-linkedin-recommendations-and
... “Ramon has the perfect combination of technical depth, intellect and business acumen. I’d jump at the chance to work with him again in a heartbeat. He’s one of the very select group of people I’ve worked with in 20+ years that really “gets it.” He’s just outstanding.” March 6, 2009 Greg Underwood, S ...
... “Ramon has the perfect combination of technical depth, intellect and business acumen. I’d jump at the chance to work with him again in a heartbeat. He’s one of the very select group of people I’ve worked with in 20+ years that really “gets it.” He’s just outstanding.” March 6, 2009 Greg Underwood, S ...
3.0 Operations Plan - Edwards School of Business
... the past several years, the downtown area of Saskatoon has been revitalized with many new businesses offering clothing, shoes, personal services and furniture for the young urban professionals living in Saskatoon. ...
... the past several years, the downtown area of Saskatoon has been revitalized with many new businesses offering clothing, shoes, personal services and furniture for the young urban professionals living in Saskatoon. ...
Contemporary Logistics Medium-sized Enterprise E-marketing in Post Financing Crisis
... method or consider it unnecessary. If the leaders were born in 1960s or 1970s, they will still focus on real market. They do not fully recognize the necessity and intensity to occupy the virtual market of internet information in the age of knowledge economy. They mistakenly thought e-marketing was j ...
... method or consider it unnecessary. If the leaders were born in 1960s or 1970s, they will still focus on real market. They do not fully recognize the necessity and intensity to occupy the virtual market of internet information in the age of knowledge economy. They mistakenly thought e-marketing was j ...
Chapter 02 Developing Successful Organizational and Marketing
... A. a legal entity that consists of people who share a common mission. B. a group of people united through contractual or corporate ownership. C. a legal entity engaged in business activities solely with the intent of making a profit. D. a legal entity engaged in business activities solely with the i ...
... A. a legal entity that consists of people who share a common mission. B. a group of people united through contractual or corporate ownership. C. a legal entity engaged in business activities solely with the intent of making a profit. D. a legal entity engaged in business activities solely with the i ...
Document
... the new brand takes business away from an established one which the organization also owns. This may be acceptable (indeed to be expected) if there is a net gain overall. Alternatively, it may be the price the organization is willing to pay for shifting its position in the market; the new product be ...
... the new brand takes business away from an established one which the organization also owns. This may be acceptable (indeed to be expected) if there is a net gain overall. Alternatively, it may be the price the organization is willing to pay for shifting its position in the market; the new product be ...
Chapter 1. The Social Criticism of Vance Packard
... take certain aspects, like the how people want things that will give them status and how marketing is connected to this and how the consumerist society buys more and that with that came more waste, that are described in The Hidden Persuaders and look at them more in-depth. Packard wrote these books ...
... take certain aspects, like the how people want things that will give them status and how marketing is connected to this and how the consumerist society buys more and that with that came more waste, that are described in The Hidden Persuaders and look at them more in-depth. Packard wrote these books ...
DOES CEO LEADERSHIP STYLE IMPACT ON ADOPTION OF THE MARKETING CONCEPT?
... Drucker (1954) popularised the marketing concept when he suggested the creation of a customer was the singularly relevant purpose of enterprise, and hence the organisation must rally its resources to commit to the identification and satisfaction of consumer needs. However, the notion of satisfying c ...
... Drucker (1954) popularised the marketing concept when he suggested the creation of a customer was the singularly relevant purpose of enterprise, and hence the organisation must rally its resources to commit to the identification and satisfaction of consumer needs. However, the notion of satisfying c ...
The Implementation of New Marketing Strategies by the Salesperson
... in implementing marketing strategies needs to be espoused. Many factors have been proposed in conceptual and qualitative examinations; however, this study empirically tests these relationships and examines differential impacting factors. This study extends MOA theory to the strategic implementation ...
... in implementing marketing strategies needs to be espoused. Many factors have been proposed in conceptual and qualitative examinations; however, this study empirically tests these relationships and examines differential impacting factors. This study extends MOA theory to the strategic implementation ...
RedBox IMC - WordPress.com
... this campaign, loyal customers will be those who have a Redbox membership card. Redbox will offer random specials throughout the calendar year. Special such as rent two movies get one free or rent five movies and get two free. These events will let current customers know that their business is appre ...
... this campaign, loyal customers will be those who have a Redbox membership card. Redbox will offer random specials throughout the calendar year. Special such as rent two movies get one free or rent five movies and get two free. These events will let current customers know that their business is appre ...
Developing Developing marketing strategies arketing strategies
... This thesis concentrates on the subject of destination marketing with a specific focus on the process of developing strategies through a Destination Marketing Organisation (DMO) for a peripheral area, illustrated by a case study from the Danish island of Bornholm. It investigates the theoretical fou ...
... This thesis concentrates on the subject of destination marketing with a specific focus on the process of developing strategies through a Destination Marketing Organisation (DMO) for a peripheral area, illustrated by a case study from the Danish island of Bornholm. It investigates the theoretical fou ...
Chapter 8 Product, Services, and Branding Strategies: Building
... use, or consumption and that might satisfy a want or need. Answer: FALSE Diff: 1 Page Ref: 224 Skill: Concept Objective: 8-1 22) Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture-taking problems. This offering is called an augmented prod ...
... use, or consumption and that might satisfy a want or need. Answer: FALSE Diff: 1 Page Ref: 224 Skill: Concept Objective: 8-1 22) Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture-taking problems. This offering is called an augmented prod ...