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Captivating company: dimensions of attractiveness in employer branding
The internal marketing concept specifies that an organisation’s employees are its first market. Themes such as ‘internal advertising’ and ‘internal branding’ have recently entered the marketingExpand
Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy
The 21st century has brought both opportunities and challenges in our global, boundaryless world. Importantly, managers face a dynamic and interconnected international environment. As such, 21stExpand
Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand
While luxury brands are one of the most profitable and fastest growing segments of the brand pantheon, they are the least understood. There is no established definition as to what a luxury brand is;Expand
Service quality and satisfaction – the moderating role of value
The constructs of service quality, satisfaction and value are discussed. Instruments are identified and exploratory research is undertaken among customers of an audit firm to determine whether valueExpand
U-commerce: Expanding the universe of marketing
This article introduces several new concepts that lay the conceptual foundation for thinking about next-generation marketing based on ubiquitous networks. U-commerce, orÜber-commerce, is predicatedExpand
Brand Management in Small to Medium‐Sized Enterprises*
Although an impressive body of literature has emerged focusing on the critical activities involved in brand management for larger organizations with well‐established brands and substantial marketingExpand
Ad Lib: When Customers Create the Ad
Consumers are now generating, rather than merely consuming advertising. The consequences for brands, marketers, and senior executives are significant. Advertising was traditionally generated by, orExpand
Understanding Consumer Conversations Around Ads in a Web 2.0 World
User-generated online content poses a problem when it takes the form of advertising. Consumer-generated advertising challenges researchers and practitioners to understand consumers' articulatedExpand
Market orientation and business performance: some European evidence
While market orientation has almost been taken for granted by both academics and some practitioners, attempts to define and operationalize the construct have been very limited. Moreover, efforts toExpand
This paper discusses the role of the World Wide Web as an advertising medium and its position in the marketing communication mix. It introduces a conceptual framework for measuring the efficiency ofExpand