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Verlag C.H.Beck, München 2017
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Volume 39 (2017), Edition 1
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2017
Summary
Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice.Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles.The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B.For more information for authors and subscribers, see www.marketing-zfp.de.
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Bibliographic data
- ISSN-Print
- 0344-1369
- ISSN-Online
- 0344-1369
- Publisher
- Vahlen, München
- Language
- German
- Product type
- Volume
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Verlag C.H.Beck, München 2017
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Generally, company expenses for sponsoring (i. e., corporate financial or non-financial assistance in order to achieve commercial goals) have been increasing worldwide, with sport sponsoring being the most common type of sponsoring, followed by art...
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Service employees represent an important part of the service itself. Their behaviour shapes customer outcomes and determines a service organization’s success. However, service employees do not always engage in organizationally desired behaviours...
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Page 27 - 43
To be successful, foreign retailers must meet the expectations of local consumers and they must also position themselves as strong retail brands. This may be difficult because foreign firms often face competitive disadvantages in comparison to local...
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This paper analyses consumers’ reactions when retailers and brands jointly employ a potentially deceptive sales tactic we term native selling. Native selling describes the use of brand representatives acting as sales personnel in retail stores....
Verlag C.H.Beck, München 2017
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