Marketing
Management: From Theory to Implementation
Edited by Cleopatra Veloutsou
ISBN: 978-960-6672-61-3, 292 pages
First
published in 2009 by ATINER
Price:
Paperback: 50€ (It
includes Shipping and Handling) Hardcover: 80€ (It includes Shipping and Handling)
Electronic
copy: 30€
Table of Contents
List of Contributors
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1. |
Introduction Veloutsou,
C. |
1 |
2. |
Parameter Marketing
and its Development Possibilities Lehtinen,
U.
|
5 |
3. |
Developing Marketing Strategy at the Business Level
in the Food Industry Gharibnavaz, N., Hosseini,
S.M. & Jazani N. |
19 |
4. |
The Role of Attribution
Theory in Consumer Behavior Kucukkancabas, S. |
31 |
5. |
The Role of Information Sources and Travel
Characteristics on Tourists’ Shopping Behavior in Gures, N., Demirer, H.
& Akgul, V. |
39 |
6. |
Developing Dialogue with Customers in
Hypermarket Jarvi, P. |
51 |
7. |
Situational and Behavioural Influences on Customer
Satisfaction Branca,
A. |
63 |
8. |
The Alshurideh, M. |
75 |
9. |
Learning to
Survive in Times of Scrutinized Funding: A Comprehensive
Model of Attracting and Satisfying Museum Visitors Lepkowska-White, E. & Goldenthal, A. |
93 |
10. |
Customer Values of Thai Outbound Tourists Leelakulthanit, O. |
105 |
11. |
Trust and
Loyalty in Various Service Settings: An Exploratory
Study Gurau, C. |
117 |
12. |
Power and
Trust in Supply Chain Networks: Two Sides of the Scale? |
129 |
13. |
Can CRM ever
effectively be Applied by SMEs? Luck, D. |
141 |
14. |
SME Marketing
and the Adoption of the CRM Approach Wahlberg, O. & Strandberg,
C. |
153 |
15. |
A Systems
Theory of Integrated Marketing Communications McLeod,
R. |
173 |
16. |
Changing
Gender Roles in Turkish Raki Advertisements |
181 |
17. |
The New Star
of the Marketing Communications: Trade Shows Bir, A.A. & Sohodol
Bir, C. |
195 |
18. |
Public
Relations: Conceptual Approach, Theoretical Perspectives and Proposition of a
Model |
209 |
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Decaudin, J.M. & Elayoubi, M. |
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19. |
A Comparison
of Argentine and US Managers’ Perceptions of their Ability to Deliver Service
Quality Brannigan-Smith, D., Pitta,
D. & Pels, J. |
221 |
20. |
Developing New Packaging for FMCG
Firms: An Exploratory Study Simms, C. & Trott,
P. |
241 |
21. |
Building Sustainable Value through Social Responsibilty Campaign: An Analysis of The Most
Successful Social Responsibility Campaign of Sohodol Bir, C., Yeniceri Alemdar, M. & Koker, N.E. |
261 |
22. |
BMW Goes Green Inspired by European Environmental
Consciousness: How Relevant and Applicable is Corporate Social
Responsibility? Stamoulakis, D. & Bridwell,
L. |
277 |
23. |
Corporate Social Responsibility Strategy in a Carella, R. & Vitali,
M. |
283 |