Search
Search Results
-
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...
-
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...
-
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...
-
Marketing Planning and Marketing Research
In this chapter, the reader learns to understand the importance of planning for companies, to apply different planning concepts, to recognize the...
-
Advancing marketing theory and practice: guidelines for crafting research propositions
Effective research propositions are key to advancing marketing theory and practice. However, our discipline provides little guidance on how to...
-
Authentically Cornell: the Evolution of Marketing at Cornell
The authors reflect on what makes the marketing department at Cornell University’s SC Johnson College of Business distinct from marketing departments...
-
A taxonomy of marketing organizations
A basic step in scientific inquiry entails ordering, classifying, or grou** the phenomena under investigation—that is, develo** a taxonomy. Yet...
-
Analytics for all marketing majors: sparking interest in the uninterested
Marketing analytics has an impact on the role of every marketer in some way. However, faculty members often face challenges when recruiting students...
-
How social capital affects innovation, marketing and entrepreneurial orientation: the case of SMEs in Ho Chi Minh (Vietnam)
Social capital, embedded in the networking relationship, is critical for firm performance. SMEs, especially in emerging economies, should effectively...
-
Towards an entrepreneurial university model: evidence from the Palestine Polytechnic University
This study aims to introduce a proposed model for transforming the Palestine Polytechnic University (PPU) into an entrepreneurial university. Towards...
-
Research trends in market intelligence: a review through a data-driven quantitative approach
The exponential growth of data-driven decision-making in modern business stimulates the gravity of market intelligence (MI) in both industry and...
-
Barriers and facilitators of university-industry collaboration for research, development and innovation: a systematic review
Cooperation in research, development and innovation (RD&I) between universities or research institutes and industries plays a fundamental role in the...
-
The New Paradigm: H2H Marketing
The emerging concept of human-to-human (H2H) marketing marks a departure from traditional approaches, emphasizing nurturing customer relationships...
-
Marketing Management Planning
The marketing management planning cases cover a limited number of strategic, tactical, and operational issues that are confronted by the managers of...
-
Sustainability Marketing and African University Brands: The Case of the University of Ghana
Sustainable business practices are now a non-negotiable way of conducting business globally. We set out in this chapter to investigate sustainability...
-
Artificial Intelligence: The Revolution in Marketing
AI has arrived in the economy. AI is becoming an important economic factor at an unprecedented speed. 91% of the marketing managers surveyed in 2021...
-
The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal
Numerous commentators note that marketing is entering its fifth era of evolutionary development as a troubled discipline. Marketing’s troubled...
-
University and Industry Collaboration in Knowledge Sharing, Research–Technology Transfer, and Innovation
Collaboration between universities and industries (UIC) becomes a popular trend in the world today and is understood as interactions and transactions...
-
General Basics of Marketing
In this chapter, the reader learns to recognize marketing in its different forms, to trace the development of marketing, to distinguish between...
-
Digital Marketing and Electronic Commerce
The seventeenth chapter deals with digital marketing and electronic commerce. First, the development of the digital marketing strategy is presented,...