The findings reveal that marketing managers are responsible for six role dimensions in the
organization. The marketing manager's assigned roles are for the management of promotion …

Marketing is a relatively young discipline and mainstream marketing education pays little
attention to the discipline's development and history. While on the sidelines of the discipline …

This study analyzes the impact of leadership, employee-engagement, market-oriented
approach, and co-creation on the business design of the SUEs in Mexico. This study aims at …

We are presently at a point of unique circumstantial convergence where recession, an
increased emphasis on business ethics, and marketer's reluctance to accept shifting social …

With the evolution of the Internet of Things (IoT), marketing has moved from a product-centric
marketing approach (Marketing 1.0) to a customer-centric era (Marketing 2.0) further to a …

Aim: The aim of the study is to find out the effect of unethical marketing practices on the
purchasing behaviour of consumers. Methods: This study has made use of quantitative …

The major challenges with the start-up enterprises (SUEs) in emerging markets are to
explore right opportunities, co-create value, and identify suitable marketing strategies for …

Although the identities of brands and consumers have been extensively explored, less is
understood about the subjectivity of marketers themselves. In the ambiguous and dynamic …

The APPNIE Model Page 1 Chapter 5 The APPNIE Model Alessandra Micozzi Universitas
Mercatorum, Rome, Italy Abstract In this chapter, we show the importance of planification and …

This study explores the 'lived experience'of managers with a marketing function (MMFs) in
Islamic Banks (IBs) in the UK. The Islamic finance (IF) literature is highly critical of the …