Theoretical and Empirical Reflections in Marketing
Edited by Nicolas Grigoriou & Cleopatra Veloutsou
ISBN: 978-618-5065-58-4, 204 pages
First published in
2014 by ATINER
Price:
Paperback: 40€ (It includes
Shipping and Handling)
Electronic copy:
30€
Table of Contents
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Theoretical and Empirical Reflections in Marketing: An Introduction |
i |
|
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Section 1: The View from Finance |
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1. |
Between Production Capitalism and Consumerism: The Culture of Prosumption and Discovering the Mechanisms of its
Functioning Piotr Siuda |
1 |
|
2. |
Level of Consumer Involvement and New Product Development: A
Conceptual Framework for the Moderating Role of Product Type Nicolas Grigoriou |
15 |
|
3. |
Marketing Activity of the Hungarian SMEs Working in the Food
Processing Industry Zsolt Polereczki and Zoltán
Szakály |
25 |
|
4. |
The Moderating Impact of Brand Attitude on the Effectiveness of
Product Recall Measures Francesca Magno |
37 |
|
5. |
Marketing Concept Comprehension and Recall through Imagery – The Case
of International Students Jane Edwards and Ronald Donato |
47 |
|
6. |
Brand Communities and Anti-Brand Communities: Similarities,
Differences and Implications for Practitioners Laurence Dessart, Cleopatra Veloutsou and Anna Morgan-Thomas |
63 |
|
7. |
External Brand Communication: A Literature Review of the Antecedents
to Word-of-mouth Oleksandra Pasternak, Cleopatra Veloutsou and Anna
Morgan-Thomas |
79 |
|
8. |
Marketing a City Library in the Face of Negative Attitudes A.J.Otjen, Sarah Keller and Kim Young |
107 |
|
9. |
Effect of Some Impediments on Investment in Health Marketing in Libya El Sadig Abdelhakim Saad |
121 |
|
10. |
The Relationship of City Branding and Tourist Promotion: The Case of
Plymouth (UK) And Malaga (Spain) Daniel Barrera Fernández and Kevin Meethan |
135 |
|
11. |
Marketing of Radio Stations: A Research about how Radio Stations
Market Themselves in Turkey Mihalis Kuyucu |
145 |
|
12. |
The Effect of Internal Marketing on the
Performance of Employee and the Mediating Role of Organizational Commitment Neşe Acar, Mustafa Şeker, Ali
Bayram and Tuncay Acar |
167 |
|
13. |
Marketing of New Bio-Energy Drinks |
179 |