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€

 

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Table of Contents

List of Contributors

 

 

 

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 Turkey

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 Main Factors Affecting Consumer Choice of Mobile Phone Service Provider

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?

Belaya, V., Hanf, J.H.  & Torok, T.

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

Elgun, A., Kamanlioglu, E.B. & Goztas, A.

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

 

Decaudin, J.M. & Elayoubi, M.

 

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 Turkey, “Turkcell-Kardelenler (Snowdrops)” Project

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 South Italy’s Firm

Carella, R. & Vitali, M.

283