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Growing Brands Through Sponsorship
Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet this practice leaves a valuable part of a sponsorship alliance unexploited. Specifically, the author infers from theories of social and cognitive psychology to propose and test a research model that accounts for a sponsor to also gain from brand attitude and personality traits innately tied to a co‐sponsor of the same event. The results provide evidence for direct image transfer between two sponsor brands. Hence, pairing with a co‐sponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.
Marketing in Transition: Scarcity, Globalism, & Sustainability
This volume includes the full proceedings from the 2009 World Marketing Congress held in Oslo, Norway with the theme Marketing in Transition: Scarcity, Globalism, & Sustainability. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research and practice. Among its services to members and the community at large, the Academy offers co...
Barriers and Biases in Computer-Mediated Knowledge Communication
What are the barriers in computer-mediated communication for cooperative learning and work? Based on empirical research, the chapters of this book offer different perspectives on the nature and causes of such barriers for students and researchers in the field.
Cities of Refuge
Contrasts the experiences of German Jewish refugees from the Holocaust who fled to London and New York City. In the years following Hitlers rise to power, German Jews faced increasingly restrictive antisemitic laws, and many responded by fleeing to more tolerant countries. Cities of Refuge compares the experiences of Jewish refugees who immigrated to London and New York City by analyzing letters, diaries, newspapers, organizational documents, and oral histories. Lori Gemeiner Bihler examines institutions, neighborhoods, employment, language use, name changes, dress, family dynamics, and domestic life in these two cities to determine why immigrants in London adopted local customs more quick...
Beschwerdeverhalten und Kundenbindung
Christian Brock analysiert erfolgsrelevante Konsequenzen der Beschwerdebearbeitung. Die anschließende Analyse von Determinanten unterschiedlichen Beschwerdeverhaltens sowie die experimentelle Überprüfung von Maßnahmen zur Beschwerdestimulierung ermöglicht die Ableitung von Implikationen für das Beschwerdemanagement.
Principles of Marketing
The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever. Today’s marketing is about creating customer value and building profitable customer relationships. With even more new Australian and international case studies, engaging real-world examples and up-to-date information, Principles of Marketing shows students how customer value–creating and capturing it–drives every effective marketing strategy. The 6th edition is a thorough revision, reflecting the latest trends in marketing, including new coverage of social media, mobile and other digital technologies. In addition, it covers the rapidly changing nature of customer relationships with both companies and brands, and the tools marketers use to create deeper consumer involvement.
Forschungen in Augst
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Inhouse-Consulting in Deutschland
Geleitwort Innovative Unternehmen wollen durch Spitzenleistungen Erfolge erzielen. Dafür ist es notwendig, dass sie sich selbst immer wieder aufs Neue hinterfragen und wettbewerbsfähige Strategien entwickeln. Diese Management-Herausforderung gewinnt in wirtschaftlich schwierigen Zeiten weiter an Bedeutung. Sie wurde in der Vergangenheit vorwiegend mit der Unterstützung externer Beratungspartner gemeistert. Doch der Trend geht in eine andere Richtung: Mehr als zwei Drittel der DAX 30-Unternehmen verfügen bereits über ein eigenes Inhouse Consulting. Und das nicht ohne Grund, denn die Vorteile eines zielgerichteten Inhouse Consulting liegen auf der Hand: Die internen Berater zeichnen sich ...
Komplexität in Dienstleistungsunternehmen
Marc-Oliver Blockus entwickelt einen Ansatz zur Bewertung von Komplexität hinsichtlich ihrer Kosten- und Nutzenwirkungen sowie zur Identifikation der zentralen Stellhebel des Komplexitätsmanagements in Dienstleistungsunternehmen. Aus diesem Ansatz und einer ersten empirischen Anwendung leitet der Autor Empfehlungen für die Analyse der Komplexität sowie die Planung, Umsetzung und Kontrolle der Komplexitätsgestaltung ab.
