Since 1978 business marketing has seen a great deal of research activity. It is reasonable to
ask whether this has led to advances in theory development and a general increase in our …

Spectrum frequency is a valuable resource for wireless communication but very limited in its
availability. Due to the extensive use and ever increasing demand of spectrum bands by …

The increasing commitment of national governments to the funding of their tourism
administrations' marketing activities abroad has been accompanied by demands for more …

During its first twenty-four years of publication, Industrial Marketing Management has been
at the forefront of development of marketing thought applied to industrial, high-tech, and …

Paid media expenditures could potentially increase earned media exposures such as social
media posts and other word-of-mouth (WOM). However, academic research on the effect of …

Markenwert und Markenwertermittlung Page 2 Günter Bentele, Mark-Steffen Bucheie, Jörg
Hoepfner, Tobias Liebert Markenwert und Markenwertermittlung Page 3 GABLER EDITION …

In vielen Branchen zählen Weiterempfehlungen zufriedener Kunden zu den wichtigsten
Instrumenten der Akquisition von Neukunden. Dennoch liegen keine Modelle vor, die …

Organisations spend substantial amounts on sales promotion of goods and services. They
ought to know the effectiveness of the sales promotion activities. To evaluate this …

Managing word-of-mouth promotion for corporate or commercial services has received little
research attention, even less in an international context—surprising given the growth and …

Advertising and sales promotion are two important specific marketing communications tools.
In this paper, Internet sales promotion is introduced into a differential advertising model and …