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Entrepreneurial marketing and business performance in SMEs: the mediating role of competitive aggressiveness
This study examines the interplay between entrepreneurial marketing orientation and business performance among SMEs in the services sector, with a...
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When does word of mouth versus marketing drive brand performance most?
Emerging markets present opportunities to brand managers who understand the drivers of word of mouth (WOM). What motivates consumers to share...
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Corporate social responsibility marketing; a way to firm performance; an empirical study: case of Egypt
This study aims to clarify the impact that CSR marketing has on the firm performance. Benefits of Corporate Social Responsibility Marketing...
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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...
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When and how digital novel technologies matter to firm marketing performance
Adoption of digital novel technologies (DNT) is an important phenomenon faced by managers that is attracting emergent research attention. Although...
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Performance analysis of social media platforms: evidence of digital marketing
Previous studies in the literature have shown that Digital Marketing (DM) can be a factor influencing competitiveness and the performance of...
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Teaching marketing analytics: a pricing case study for quantitative and substantive marketing skills
This article describes a data-driven case study for teaching and assessing students’ skills in marketing analytics, specifically in pricing. This...
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Does Social Media Marketing Affect Marketing Performance
The study investigated the impact of social media marketing (SMM) on marketing performance (MP). The population of the study consistst of customers...
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A gateway toward truly responsive customers: using the uplift modeling to increase the performance of a B2B marketing campaign
It is evident that companies invest considerable resources in creating and implementing marketing initiatives mainly to attract customers and thereby...
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Tech and grow! Unraveling the interplay between industry 4.0 technologies and supply chain performance: marketing strategy alignment as a moderator
This research observes the relationship between industry 4.0 technologies (i.e., Internet of Things or IoT, machine learning, blockchain technology,...
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Marketing at UNSW Sydney: Building Marketing Capability in Australasia
This paper traces the evolution of the marketing discipline within the University of New South Wales (UNSW) Sydney, the home of Australasia’s...
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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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Influencer marketing research: a systematic literature review to identify influencer marketing threats
This study aims to identify and classify the influencer marketing threats mentioned overtly or implicitly in previous studies on brand use and future...
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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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Contours of the marketing literature: Text, context, point-of-view, research horizons, interpretation, and influence in marketing
The marketing literature is the elemental material out of which all of our academic articles are created. It is not possible to conduct an empirical...
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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 boards of directors on chief marketing officer performance: Framing and research agenda
Firm leaders expect their chief marketing officers (CMOs) to have significant impact on firm performance, and boards of directors (boards) consider...
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Marketing experience of CEOs and corporate social performance
Corporate social performance (CSP) is increasingly becoming an important firm performance dimension in its own right. Since the CEO plays a pivotal...
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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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The analysis of the electronic customer relationship management system based on marketing performance and knowledge management of the company using the Fuzzy cognitive map approach
The present study aims to analyze the electronic customer relationship management system based on marketing performance and knowledge management of...
