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1.
  • Marketing Analytics for Dat... Marketing Analytics for Data-Rich Environments
    Wedel, Michel; Kannan, P.K. Journal of marketing, 11/2016, Volume: 80, Issue: 6
    Journal Article
    Peer reviewed

    The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or ...
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Available for: BFBNIB, INZLJ, IZUM, KILJ, NMLJ, NUK, OILJ, PILJ, PNG, SAZU, UKNU, UL, UM, UPUK, ZRSKP
2.
  • A global perspective on the... A global perspective on the marketing mix across time and space
    Wichmann, Julian R.K.; Uppal, Abhinav; Sharma, Amalesh ... International journal of research in marketing, June 2022, 2022-06-00, Volume: 39, Issue: 2
    Journal Article
    Peer reviewed
    Open access

    The marketing mix (MM) is an integral part of a firm’s marketing strategy sitting at the nexus between a company and the marketplace. As such, it evolves together with the marketplace and its ...
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3.
  • From data to action: How ma... From data to action: How marketers can leverage AI
    Campbell, Colin; Sands, Sean; Ferraro, Carla ... Business horizons, 03/2020, Volume: 63, Issue: 2
    Journal Article
    Peer reviewed

    Artificial intelligence (AI) is at the forefront of a revolution in business and society. AI affords companies a host of ways to better understand, predict, and engage customers. Within marketing, ...
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Available for: GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
4.
  • The Effects of Products' Ae... The Effects of Products' Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency
    Liu, Yan; Li, Krista J.; Chen, Haipeng (Allan) ... Journal of marketing, 01/2017, Volume: 81, Issue: 1
    Journal Article
    Peer reviewed

    A product's physical appearance is difficult to quantify, and the impact of product appearance on demand has rarely been studied using market data. The authors adopt a recently developed morphing ...
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5.
  • Marketing-Mix Response Acro... Marketing-Mix Response Across Retail Formats
    Jindal, Pranav; Zhu, Ting; Chintagunta, Pradeep ... Journal of marketing, 03/2020, Volume: 84, Issue: 2
    Journal Article
    Peer reviewed

    The authors study differences in the effects of prices, nonprice promotions, and brand line length on brand shares at different retail formats. Their conceptual framework rests on the presence of ...
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6.
  • Navigating the New Era of I... Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co
    Haenlein, Michael; Anadol, Ertan; Farnsworth, Tyler ... California management review, 11/2020, Volume: 63, Issue: 1
    Journal Article
    Peer reviewed
    Open access

    Influencer marketing represents a $10 billion industry in 2020 and is becoming of increasing relevance for many firms, especially those operating in a business-to-consumer environment. Few firms in ...
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7.
  • Caracterización del Marketi... Caracterización del Marketing Mix: una revisión sistemática de la literatura académica entre 1960 y 2023
    Patiño Mazo, Edison Albeiro Vivat academia (Alcalá de Henares), 04/2024, Volume: 157, Issue: 157
    Journal Article
    Peer reviewed
    Open access

    Introducción: La evolución de la mezcla de marketing desde la década de 1960 hasta 2023 ha sido un proceso complejo, reflejando la adaptabilidad del marketing a los cambios empresariales y ...
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8.
  • Opening the Umbrella Opening the Umbrella
    Keller, Kristopher O.; Geyskens, Inge; Dekimpe, Marnik G. Journal of marketing research, 08/2020, Volume: 57, Issue: 4
    Journal Article
    Peer reviewed
    Open access

    The authors study the consequences of rebranding multiple category-specific private-label (PL) brands by "opening the umbrella" and unifying them under a common brand name. Retailers expect positive ...
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9.
  • Identifying the critical fa... Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes
    Chou, Sheng-Fang; Horng, Jeou-Shyan; Sam Liu, Chih-Hsing ... Journal of retailing and consumer services, July 2020, 2020-07-00, Volume: 55
    Journal Article
    Peer reviewed

    The purpose of this empirical study is to operationalize the relationship of green marketing's influence on consumer attitudes via the mediating role of marketing mix towards green products to ...
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  • BRANDING PERPUSTAKAAN MELAL... BRANDING PERPUSTAKAAN MELALUI AKUN INSTAGRAM DALAM MENUNJANG BAURAN PEMASARAN DIGITAL DI GRHATAMA PUSTAKA YOGYAKARTA
    Mubarokah, Adzkiyah; Laugu, Nurdin Bibliotika : jurnal kajian perpustakaan dan informasi (Online), 06/2023, Volume: 7, Issue: 1
    Journal Article
    Peer reviewed
    Open access

    A library as an information center has innovated in branding libraries through social media, one of which is through Instagram. This article discusses the branding carried out by the library through ...
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