Purpose In this invited paper, the authors aim to offer an integrated marketing
communications (IMC) framework for understanding how disparate customer touchpoints …

Purpose This paper aims to develop an omni-channel framework in the context of sales and
sales management related to six areas: sales contexts, impact of technology, stages in the …

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 …

Advertising research is a scientific discipline that studies artifacts (eg, various forms of
marketing communication) as well as natural phenomena (eg, consumer behavior) …

Purpose This study aims to advance the understanding of digital marketing capability by
conducting a comprehensive, systematic review of relevant literature at the firm level …

This research aims to analyze brand communication and brand image as specific drivers of
wine brand preference and their influence on wine consumers' intention to visit associated …

Few studies have examined marketing capabilities as a source of competitive advantage in
the international entrepreneurship (IE) field. Empirical evidence in the international new …

In this article we discuss and analyze the critical issues related to common method variance
(CMV) that are particularly relevant to advertising research and recommend best practices …

Do you want to know how a quintessentially British brand expands into the Chinese market,
how organizations incorporate social media into their communication campaigns, or how a …

Marketing excellence is a foundational principle for the discipline that is gaining increasing
attention among managers and investors. Despite this, the nature of marketing excellence …