Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty (eBook)

Consumer Social Values.- Organizational Issues and Strategic Performance.- B2B Relationship Issues.- Customer Profiling, and Internal/External Competition in the Arts Sector.- Technology and the Marketing Function.- Complex Consumer Cognition.- Cross Cultural Comparison of Customers.- Internal and External Environmental Issues.- Environmental Cues in Pricing Strategy.- Consumers Gone Wild.- Product-Country Images and International Branding.- Cross Cultural Comparison of Marketing Practices.- Services Quality Revisited.- Emotion in Consumer Relationships.- Insights into Effective  E-Marketing Strategies.- International Marketing: How Managers Think.- Issues in Supply Chain Management.- Distinction in Marketing Research and the Tripartite Mission: Quantity, Quality, and Teaching Impact in the Discipline.- Services in International Marketing.- Methodological Advances in Marketing Research.- Shopping Related Issues.- Consumers Confront Change.- Enhancing Selling Performance and Effectiveness.- Understanding Cross-Cultural Markets.- New Product Development: Top-Down or Bottom-Up?.- Brands and Brand Advertising.- Action and Implementation Issues.- Customer Equity Management, Relationship Marketing, and Customer Commitment.- Online Adoption and Loyalty Issues.- Applying Marketing Concepts with and to Students.- Online Auctions, Trust and Jurisdiction Issues.- Consumption Contexts: Smell, Hell, and Travel.- Control and Cooperation in B2B Relationships.- Perceptual Fit and Consistency Issues.- Firm Performance in International Markets.- Marketing in Latin America and Ibero America.- Product: Country Images in Emerging Markets.- Salesperson Enhancement of Client Relationships.- Personality and High/Low Consumption Contexts.- International Perspectives of IMC Related Issues.- International Marketing in a Changing World.- Understanding the Customer.- Exploring the Analytical Dimension of the Research Process.- Customer Satisfaction in Healthcare Settings, and Impulse Buying in Services Contexts.- Marketing Orientation and Firm Success.- Factors of Successful B2B Exchanges.- Visitor Communities, Contextual and Temporal Cues, and Purchase Intentions.