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Articles 691 - 720 of 1119
Full-Text Articles in Marketing
Consumer-Generated Media (Cgm): An Exploratory Study Of Various Forms, Value To Consumers, And Marketing Practitioners, And Global Implications, Irene J. Dickey, William F. Lewis
Consumer-Generated Media (Cgm): An Exploratory Study Of Various Forms, Value To Consumers, And Marketing Practitioners, And Global Implications, Irene J. Dickey, William F. Lewis
Management and Marketing Faculty Publications
This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media. The Internet is clearly dynamic in nature, and CGM will be of interest to marketers as e-commerce races ahead. The basis for the growth and the importance of such sites will be explored to improve our understanding of their development and use by marketers. Our research will consider the domestic and global behaviors, and findings will be useful for both researchers and marketing practitioners who seek to understand issues relevant to CGM and associated marketing tactics and their ability to accomplish marketing objectives, particularly related to …
Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene J. Dickey, William F. Lewis, John Vanbeveren
Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene J. Dickey, William F. Lewis, John Vanbeveren
Management and Marketing Faculty Publications
Online marketing is important to small-business owners and operators because they are typically faced with limited budgets to design and implement traditional marketing programs. This paper compares the perceived importance of specific online marketing tactics and their anticipated future use of online marketing tactics by small businesses in the United States and Australia. Results of the study reveal that both in the United States and in Australia, there is a growing use of online marketing tactics to accomplish marketing objectives. While most online marketing tactics were effective in both the United States and Australia, there were some statistically significant differences.
Towards A Conceptual Framework Of Corporate Branding In Retailing, Edmund O'Callaghan
Towards A Conceptual Framework Of Corporate Branding In Retailing, Edmund O'Callaghan
Conference proceedings
The view that corporate brand building in retailing is different to any other context (Burt and Sparks, 2002) is predicated in the belief that ‘goods’ retailers need to manage a range of corporate components, its multiple relationships with customers and its dependence on employees to personify and deliver much of the corporate identity. These differences in operations are perceived as adding a degree of complexity to an already challenging process of corporate brand development. This paper proposes a conceptual framework for the corporate brand building process within an SME retail context. It develops on the work of Hatch & Schultz’s …
2007 January, Office Of Communications & Marketing, Morehead State University.
2007 January, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for January of 2007.
2006 December, Office Of Communications & Marketing, Morehead State University.
2006 December, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for December 2006.
2006 November, Office Of Communications & Marketing, Morehead State University.
2006 November, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for November 2006.
Linking Brand Equity To Customer Equity, Robert P. Leone, Vithala R. Rao, Kevin Lane Keller, Anita Man Luo, Leigh Mcalister, Rajendra Kumar Srivastava
Linking Brand Equity To Customer Equity, Robert P. Leone, Vithala R. Rao, Kevin Lane Keller, Anita Man Luo, Leigh Mcalister, Rajendra Kumar Srivastava
Research Collection Lee Kong Chian School Of Business
Customer equity and brand equity are two of the most important topics to academic researchers and practitioners. As part of the 2005 Thought Leaders Conference held at the University of Connecticut, the authors were asked to review what was known and not known about the relationship between brand equity and customer equity. During their discussions, it became clear that whereas two distinct research streams have emerged and there are distinct differences, the concepts are also highly related. It also became clear that whereas the focus of both brand equity and customer equity research has been on the end consumer, there …
2006 October, Office Of Communications & Marketing, Morehead State University.
2006 October, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for October 2006.
2006 September, Office Of Communications & Marketing, Morehead State University.
2006 September, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for September 2006.
2006 August, Office Of Communications & Marketing, Morehead State University.
2006 August, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for August 2006.
2006 July, Office Of Communications & Marketing, Morehead State University.
2006 July, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for July 2006.
2006 June, Office Of Communications & Marketing, Morehead State University.
2006 June, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for June 2006.
2006 May, Office Of Communications & Marketing, Morehead State University.
2006 May, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for May 2006.
2006 April, Office Of Communications & Marketing, Morehead State University.
2006 April, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for April 2006.
2006 March, Office Of Communications & Marketing, Morehead State University.
2006 March, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for March 2006.
2006 February, Office Of Communications & Marketing, Morehead State University.
2006 February, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for February 2006.
2006 January, Office Of Communications & Marketing, Morehead State University.
2006 January, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for January 2006.
2005 December, Office Of Communications & Marketing, Morehead State University.
2005 December, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for December 2005.
2005 November, Office Of Communications & Marketing, Morehead State University
2005 November, Office Of Communications & Marketing, Morehead State University
Morehead State Press Release Archive, 1961 to the Present
Press releases for November 2005.
2005 October, Office Of Communications & Marketing, Morehead State University.
2005 October, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for October 2005.
2005 September, Office Of Communications & Marketing, Morehead State University.
2005 September, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for September 2005.
2005 August, Office Of Communications & Marketing, Morehead State University.
2005 August, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for August 2005.
2005 July, Office Of Communications & Marketing, Morehead State University.
2005 July, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Morehead State University press releases for July of 2005.
2005 June, Office Of Communications & Marketing, Morehead State University.
2005 June, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Morehead State University press releases for June of 2005.
2005 May, Office Of Communications & Marketing, Morehead State University.
2005 May, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Morehead State University press releases for May of 2005.
2005 April, Office Of Communications & Marketing, Morehead State University.
2005 April, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Morehead State University press releases for April of 2005.
2005 March, Office Of Communications & Marketing, Morehead State University.
2005 March, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Morehead State University press releases for March of 2005.
2005 February, Office Of Communications & Marketing, Morehead State University.
2005 February, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Morehead State University press releases for February of 2005.
2005 January, Office Of Communications & Marketing, Morehead State University.
2005 January, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Morehead State University press releases for January of 2005.
2004 December, Office Of Communications & Marketing, Morehead State University.
2004 December, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Morehead State University press releases for December of 2004.