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Sectorial evaluation and characterization of internal marketing orientation through multicriteria analysis
This research carries out a comparative analysis of the Internal Market Orientation (IMO) to a sample of small and medium enterprise companies, which...
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The role of absorptive capacity in the use of digital marketing analytics for effective marketing decisions
According to the literature, companies that use consumer data from digital marketing can have better results than those that do not. However,...
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Entrepreneurs' competency, marketing innovation, and enterprise growth: uncovering the mediating role of marketing innovation
Despite their large numbers, the vertical growth of micro, small, and medium enterprises (MSMEs) is not readily apparent, even though they have a...
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Map** the marketing analytics landscape: unveiling the diverse proficiencies in marketing and technical know-how among practitioners
Against the backdrop of the resource-based theory (RBT), this research paper aims to analyze if different types of analytics personnel exist in the...
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Managerial marketing and behavioral marketing: when myths about marketing management and consumer behavior lead to a misconception of the discipline
Marketing has become accepted and proven in science and practice over the past decades. Many principles of marketing have become self-evident, but...
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The Impact of Internal Marketing Practices on Continuous Commitment in Jordanian Telecommunications Companies
The research is designed to test the impact of internal marketing practices on continuous commitment. The study population consisted of customers of...
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The relationship between the quality of big data marketing analytics and marketing agility of firms: the impact of the decision-making role
Against the backdrop of the resource-based and dynamic capabilities view, this paper examines the impact of technology and information quality on...
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Digital marketing of nutraceutical and pharmaceutical supplements: marketing ethics and consumer comfort
The article provides the primary material for scholarly discourse in digital marketing science related to online consumer behavior analysis for...
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The role of marketing in new ventures: How marketing activities should be organized in firms’ infancy
Although marketing activities are vital for new ventures (NVs) to ensure growth and survival, previous research is silent on how to organize them in...
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Simon Marketing
The marketing area at the University of Rochester’s Simon Business School is and aspires to remain a leading research institute specializing in the...
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The management of marketing talent
There is very little research on talent management in the marketing discipline. This is despite the significant time and effort that firms allocate...
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Impact of Internal Marketing on Organizational Performance: The Moderating Role of Employee Commitment
The study aimed to investigate the impact of internal marketing on organizational performance with the moderating role of employee commitment. The...
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Internal Marketing Communications in Ghana’s Public Sector: Conceptualisations and Extension
The chapter conceptualises Internal Marketing Communications (IMC) in the context of the public sector in develo** countries such as Ghana. The...
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Godfather Marketing: offering favors before products
Disruptive shifts in the current environment are engendering uncertainty, radically changing market relationships and consumers’ priorities. This...
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Talent management in marketing: A framework and agenda for future research
Marketing managers and academics are recognizing a widening gap between contemporary demands of markets and the capabilities of the marketing...
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Conceptualizing, Measuring, and Managing Marketing Assets: Develo** the Marketing Assets, Communication Focus, and Capability Nexus
Marketing assets are a source of competitive advantage for hospitality and tourism companies and an essential driver of their performance. The...
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Hey ChatGPT: an examination of ChatGPT prompts in marketing
Marketing is one of the areas where large language models (LLMs) such as ChatGPT have found practical applications. This study examines marketing...
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Generative AI and Usage in Marketing Classroom
This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial...
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Predicting and optimizing marketing performance in dynamic markets
Our world is turbulent: ecological, social, political, technological, economic, and competitive business environments change constantly. Consumers...
