12 Ergebnisse.

Reflections of Eminent Marketing Scholars is a collection of essays solicited from eminent and pioneering marketing scholars. This collection of their thoughts is an inspiration for all of us in the field. Marketing is a field of some truly excellent scholars and we are beginning to see a number of these people retire. These remarkable people have been not just the leaders in the field but in many cases, the very pioneers in creating their a...

Studying Healthcare from a Marketing Perspective is forward-looking and reflects on issues where marketers could have greater impact and use their potential roles to further improving health care. This monograph is intended to be practical and useful, and with all suggestions and recommendations deriving from solid theory. These topics are useful for healthcare administrators, providers, marketers, and other practitioners in this industry, alo...

Gain an understanding of the vibrant, challenging environment facing marketers today as Iacobucci�s MARKETING MANAGEMENT, 6E presents an intriguing, guiding framework that clearly illustrates how core concepts fit together. This updated and complete overview of marketing management uses a captivating style and engaging presentation that you will actually enjoy reading. Learn how to make meaningful decisions and construct useful, practical mark...

Review of Marketing Research is a publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature, offer a critical commentary, develop an innovative framework and discuss future developments, as well as present specific empirical studies.

A Chronology of Health Care Marketing Research is intended to begin to understand marketing issues in the realm of health care. The primary focus of this monograph is the collection of summaries of marketing research articles reported in chapters 2 to 4, which together represent what is known in academic research at the nexus of marketing and health care. Chapters 2 to 4 do not comprise a traditional literature review but is intended as a chro...

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Created through a "student-tested, faculty-approved" review process with students and faculty, MM4 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price.MM4 employs an integrated marketing management framework using new and proven learning features to detail key concepts, and useful exhibits and graphics further describe key principles. This engaging book incorporates the latest...

This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for today's marketing professional, Kellogg on Integrated Marketing addresses the daily activities of marketing managers and helps them enhance brand equit...

Social science data analysts have long considered the mediation of intermediate variables of primary importance in understanding individuals' social, behavioural and other kinds of outcomes. In this book Dawn Iacobucci uses the method known as structural equation modeling (SEM) in modeling mediation in causal analysis. This approach offers the most flexibility and allows the researcher to deal with mediation in the presence of multiple measure...

Three Essential Analytical Techniques for the Behavioral Marketing Researcher: Median Splits, Mean-Centering, and Mediation Analysis reviews several topics that are essential complementary analytics that enable behavioral marketing researchers to thoroughly test theories and hypotheses, and thereby advance their respective literatures and contribute to knowledge bases. The intended audience for this monograph is behaviorally oriented marketers...

An overview of what networks are and how they are used in marketing management practices is provided in this volume. Leading scholars in the field examine various types of relationships including: customer-to-customer networks, relationships as investment opportunities, and strategic alliances. They also investigate market dynamics and structure and consumer networks. In conclusion, several advanced methodological issues and future research di...

Created through a 'student-tested, faculty-approved' review process with students and faculty, this title provides an accessible solution to accommodate the diverse lifestyles of today's learners.