Now showing items 1-10 of 80
Marketing : An Introduction
(Pearson Education, 2015-08)
At 21 - the Journal of Business to Business Marketing Book Review Section with an analysis of book reviews rendered : looking toward the future
Purpose: The aim of this article is to examine the development of the book review section of the Journal of Business-to-Business Marketing relative to changes in the publication industry. Methodology/approach: The analysis ...
Gaining access to agency and structure in industrial marketing theory : a critical pluralist approach
This paper is concerned with gaining greater insight into the interplay between agency and structure in industrial marketing scholarship. The paper’s intent is to embed Midgley’s notion of critical pluralism within this ...
A Framework for Key Account Management and Revenue Management Integration
Key Account Management (KAM) and Revenue Management (RevM) have been widely practiced in the service industries for more than three decades, but the effects of RevM on KAM remain largely unknown. This paper addresses this ...
Cultural Influences on the Antecedents of Trust in B2B Relationships : A Study of Financial Services in the United Arab Emirates
This study investigates the impact of cultural values on trust in the corporate banking industry in the United Arab Emirates. A substantial literature exists concerning trust in inter-firm relationships, and considerable ...
The development of brand attitudes among young consumers
The purpose of this paper is to examine factors affecting the development of brand attitudes and brand behavior among children aged seven to 12
Improving relevance in B2B research : Analysis and recommendations
Purpose – The purpose of the study is to identify and discuss critical aspects of the academic/practitioner gap and suggest how to make marketing research more relevant. Design/Methodology/Approach – The study uses data ...
Social marketing and healthy eating : Findings from young people in Greece
Greece has high rates of obesity and non-communicable diseases owing to poor dietary choices. This research provides lessons for social marketing to tackle the severe nutrition-related problems in this country by obtaining ...