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Advanced Search Results For "MARKETING literature"

1 - 10 of 6,729 results for
 "MARKETING literature"
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The Impact of Digital Marketing: A Systematic Literature Review.

Publication Type: Academic Journal

Source(s): International Journal of Interactive Mobile Technologies. 2022, Vol. 16 Issue 13, p15-29. 15p.

Abstract: The development of internet influences business, operationally and strategically. People has reached wider connection towards information. This leads to several marketing transformations, from conventional to digital technology conducted by businessmen...

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Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review.

Publication Type: Academic Journal

Source(s): Central European Management Journal. 2022, Vol. 30 Issue 3, p112-135. 24p.

Abstract: Purpose: This article investigates trends in studies on the impact of cultural factors on mobile marketing acceptance. To that end, the article provides a literature review of technology acceptance models and cultural models used in research on mobile ...

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Setting the Theoretical Foundations of Artificial Intelligence in Marketing: A Systematic Literature Review.

Publication Type: Academic Journal

Source(s): Uludag Journal of Economy & Society. har2022, Vol. 41 Issue 1, p19-32. 14p.

Authors:

Abstract: Bu çalışma, pazarlamada yapay zekâ literatüründe kullanılan mevcut teorileri incelemeyi amaçlamaktadır. Bu kapsamda, 1973-2021 döneminde yayınlanan yapay zekâ ile ilgili pazarlama alanındaki 30 makalenin analizi ile yapay zekâ araştırmasının teorik tem...

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Who pulls the strings: firm strategy or firm environment in controlling firm risk?

Publication Type: Academic Journal

Source(s): Journal of Marketing Analytics. Dec2022, Vol. 10 Issue 4, p341-359. 19p.

Authors:

Abstract: Modern firms operate in rapidly changing and aggressively competitive environments that are risky for their growth and survival, yet within these environmental influences, firms have to successfully achieve their goal of enhancing shareholder value. In...

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Unveiling professional service providers' willingness to educate: A configurational approach.

Publication Type: Academic Journal

Source(s): Industrial Marketing Management. Nov2022, Vol. 107, p222-237. 16p.

Abstract: Customer education in professional business services demands that service providers solve multiple trade-offs in allocating limited educational resources. This study explains the differences in service providers' willingness to provide education in pro...

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The rules of trust between individuals: An ethnography of transactions on Leboncoin.fr.

Publication Type: Academic Journal

Source(s): Recherche et Applications en Marketing (English Edition) (Sage Publications Inc.). Dec2022, Vol. 37 Issue 4, p50-67. 18p.

Abstract: Online C to C platforms rely on multiple evaluation tools (ratings, calculated reputation, and online reviews) to generate the trust that is essential for transactions. What are the sources of trust when these tools are absent (or not used)? From an et...

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Practice-based social marketing to improve well-being for people with intellectual disabilities.

Publication Type: Academic Journal

Source(s): Journal of Marketing Management; Sep2022, Vol. 38 Issue 11/12, p1178-1202, 25p

Abstract: Copyright of Journal of Marketing Management is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, downlo...

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Using social marketing for the promotion of cognitive health: a scoping review protocol.

Publication Type: Academic Journal

Source(s): BMJ open [BMJ Open] 2021 Oct 13; Vol. 11 (10), pp. e049947. Date of Electronic Publication: 2021 Oct 13.

Abstract: Introduction: The use of social marketing strategies to induce the promotion of cognitive health has received little attention in research. The objective of this scoping review is twofold: (i) to identify the social marketing strategies that have been ...

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Marketing at the bottom of the pyramid: Literature review and future research agenda.

Publication Type: Academic Journal

Source(s): International Journal of Consumer Studies. Sep2022, Vol. 46 Issue 5, p1517-1536. 20p. 2 Diagrams, 5 Charts, 3 Graphs.

Abstract: In the early 2000s, Prahalad and Hart presented the possibility of serving the poor profitably and alleviating poverty. They introduced the concept of BoP (Bottom/Base of the Pyramid). Recent scholarly work also justifies that BoP is a significant mark...

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Managing Multichannel Integration, Designing Perceived Affordances, and Developing Customer Relationship in the Online and Offline Retailing.

Publication Type: Academic Journal

Source(s): NTU Management Review. Dec2021, Vol. 31 Issue 3, p161-201. 41p.

Abstract: 長久以來,基於線上和線下通路間的整合效應,相對於單一通路零售業者而言,多重 通路零售業者往往具有相對優勢。然而,儘管多重通路整合早已被視為是零售業者的 重要策略,但其引起的顧客反應與跨通路整合之認知仍然不清楚,據此,有需要更進 一步釐清與理解。為了彌補此鴻溝,本研究探討多重通路整合和環境賦使知覺如何透 過增強經濟價值、關係價值、滿意度與忠誠度,而讓多重通路零售業者受益,此外我 們也驗證了在不同通路之間顧客滿意度及忠誠度的交互作用。本研究從多重通路零售 業者之顧客中蒐集及分析了387 份樣本問卷,模型...

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