Marketing strategies and practices in the contemporary environment / guest editors, Dr. Christos Sarmaniotis and Dr. Eugenia Wickens.

Format:

Book

Contributor:

Sarmaniotis, Christos, editor.

Wickens, Eugenia, editor.

Series:

Marketing Intelligence & Planning: Volume 32, Issue 2

Marketing Intelligence & Planning, 0263-4503 ; Volume 32, Number 2

Language:

English

Subjects (All):

Marketing--Congresses.

Marketing.

Marketing--Finance.

Physical Description:

1 online resource (109 p.)

Place of Publication:

[Bradford, England] : Emerald, 2014.

Language Note:

English

Summary:

The current economic and social crisis has affected many aspects of contemporary business life. Marketing, as the cornerstone function of a firm, has also been dramatically affected. Marketing strategies and practices adopted by enterprises in the present Contemporary Environment have been altered and tend to be adapted to the conditions emerging in the new economic, social and technological environment. A new scenery is developed in the business world by the change in the characteristics and features of marketing variables and tools, such as product and brand, pricing, distribution channels a

Contents:

Cover; Editorial advisory board; Guest editorial; Consumer perceptions of cobrands: the role of brand positioning strategies; Pro-Environmental Purchasing Behaviour during the economic crisis; Product innovation and cause-related marketing success; Family business internationalisation through a digital entry mode; Evaluating the performance of destination marketing systems(DMS): stakeholder perspective; Damaging brands through market research

Notes:

Description based upon print version of record.

Includes bibliographical references.

Description based on online resource; title from PDF cover (ebrary, viewed September 13, 2014).

ISBN:

1-78350-958-9

OCLC:

885122678