Does strategic management of digital technologies influence electronic word-of-mouth (eWOM) and customer loyalty? Empirical insights from B2B platform economy
In a volatile environment with huge opportunities for implementing digital technologies the
concept of customer loyalty needs further exploration. This paper examines the effects of …
concept of customer loyalty needs further exploration. This paper examines the effects of …
Artificial intelligence focus and firm performance
Artificial Intelligence is poised to transform all facets of marketing. In this study, we examine
the link between firms' focus on AI in their 10-K reports and their gross and net operating …
the link between firms' focus on AI in their 10-K reports and their gross and net operating …
[HTML][HTML] Thriving through turbulence: Lessons from marketing academia and marketing practice
JC Hoekstra, PSH Leeflang - European Management Journal, 2023 - Elsevier
Economic, environmental, social and digital (r) evolutions have fundamentally transformed
marketing theory and marketing practice. We are confronted with new concepts …
marketing theory and marketing practice. We are confronted with new concepts …
A game theory approach to selecting marketing-mix strategies
Purpose Adopting efficient marketing strategies is a challenging task in a competitive market
place involving complex marketing planning, techniques and mechanisms to identify the …
place involving complex marketing planning, techniques and mechanisms to identify the …
Marketing performance assessment and accountability: Process and outcomes
Marketing accountability, and how it may be achieved via performance assessment and
metrics, have been central topics in both the marketing literature and practice (Katsikeas et …
metrics, have been central topics in both the marketing literature and practice (Katsikeas et …
Wage inequality: Its impact on customer satisfaction and firm performance
B Bamberger, C Homburg… - Journal of …, 2021 - journals.sagepub.com
This article adopts a marketing perspective to examine how wage inequality between top
managers and their employees may have customer-related consequences (ie, customer …
managers and their employees may have customer-related consequences (ie, customer …
Review of Marketing Relevant Real Activity Manipulation
A Chakravarty - Customer Needs and Solutions, 2023 - Springer
This manuscript represents a literature synthesis of REal Activity Manipulation research and
practices in marketing with the objective of stimulating further research. It provides up-to …
practices in marketing with the objective of stimulating further research. It provides up-to …
Social media analysis to understand the expected benefits by plant-based meat alternatives consumers
The plant-based alternative meat products market has attracted attention in recent years, as
the demand for these products has grown worldwide. To meet the needs of this promising …
the demand for these products has grown worldwide. To meet the needs of this promising …
Strategic business decision making: the use and relevance of marketing metrics and knowledge management
Purpose The purpose of this paper is to investigate the perception of marketing managers in
a transition country Montenegro with regards to marketing metrics. The paper examines the …
a transition country Montenegro with regards to marketing metrics. The paper examines the …
The concept of strategic control in marketing management in connection to measuring marketing performance
P Hadrian, F Milichovský, P Mráček - Sustainability, 2021 - mdpi.com
This study deals with the issue of marketing control (the function that ties together the
process of marketing management). More directly, we aim to provide a scientific reflection on …
process of marketing management). More directly, we aim to provide a scientific reflection on …