Zobrazeno 1 - 10
of 33
pro vyhledávání: '"Mark S. Glynn"'
Autor:
Mark S. Glynn, Arch G. Woodside
This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questi
Autor:
Mark S. Glynn, Arch G. Woodside
Providing broad and deep coverage, this volume focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including both product and service brands. This book goes well beyond basic marketing
Autor:
Mark S. Glynn, Katharine Jones
Publikováno v:
Young Consumers. 20
Purpose This paper aims to investigate how social media usage by children determines their interactions with consumer brands. The paper also examines the nature of the processes evident. Design/methodology/approach A qualitative approach was implemen
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::d6236f6e7f621c3d9f398aee43f588b8
https://doi.org/10.1108/yc-10-2018-0860
https://doi.org/10.1108/yc-10-2018-0860
Autor:
Mark S. Glynn, Annie Liqin Zhang
Publikováno v:
Australasian Marketing Journal. 23:124-131
Positive outcomes for buyers and sellers often occur when both parties readily share resources, resulting in a trusting and communicative relationship. As boundary spanners, salespersons play an important role in facilitating the use of customer reso
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::e4547b3d21297cac4ac902adcb44f196
https://doi.org/10.1016/j.ausmj.2015.04.007
https://doi.org/10.1016/j.ausmj.2015.04.007
Autor:
Mark S. Glynn, Tiza Widjaja
Publikováno v:
The International Review of Retail, Distribution and Consumer Research. 25:362-378
Private label brands (PLBs) are an important facet of the retail offering within the supermarket sector. Although research has focused on the risk factors of private label purchasing, there has been little research that explores the brand management
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::bb0ebe96d5a48717b8220a5033643e6e
https://doi.org/10.1080/09593969.2015.1017772
https://doi.org/10.1080/09593969.2015.1017772
Autor:
Mark S. Glynn, Katharine Jones
Children's use of social media affects their interactions with consumer brands. Because children's social media use is a part of people's increasing use of social platforms to communicate and share content with each other, it is important to understa
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::5f4a8023398717f483a8814f6a8b9019
https://doi.org/10.4018/978-1-5225-2492-2.ch010
https://doi.org/10.4018/978-1-5225-2492-2.ch010
Publikováno v:
Industrial Marketing Management. 42:1121-1130
Positive outcomes for buyers and sellers occur when the partners readily make their resources available and integrate those resources in a beneficial relationship. This research investigates how salespeople facilitate the use of these buyer resources
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::bf0ebf381d6d9e0f0c8bb0f45ce5b9b8
https://doi.org/10.1016/j.indmarman.2013.07.004
https://doi.org/10.1016/j.indmarman.2013.07.004
Publikováno v:
European Journal of Marketing. 46:1127-1149
PurposeThe purpose of this paper is to investigate how manufacturers' brands benefit retailers and how these benefits affect retailer evaluations of the brand.Design/methodology/approachThe researchers develop a conceptual framework, from a literatur
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::f918166e3b6ed2de2f0f53187f9a3c3f
https://doi.org/10.1108/03090561211247856
https://doi.org/10.1108/03090561211247856
Autor:
Mark S. Glynn
Publikováno v:
Journal of Business Research. 65:666-675
This primer examines the empirical evidence about business-to-business (B2B) brands and its implications for brand strategy. Some of world's most valuable brands are predominantly B2B in nature, however brand marketing texts typically assume a consum
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::9915c85aa43575a7d7fe2b3fa7e43324
https://doi.org/10.1016/j.jbusres.2011.03.010
https://doi.org/10.1016/j.jbusres.2011.03.010
Autor:
Mark S. Glynn
Publikováno v:
Industrial Marketing Management. 39:1226-1233
This study investigates the moderating effect of brand strength in manufacturer–reseller relationships. The business marketing literature has not previously addressed brand strength differences. This research tests these brand strength differences
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::6c4c7fdc9fba0421260ac23ae586f2ed
https://doi.org/10.1016/j.indmarman.2010.02.019
https://doi.org/10.1016/j.indmarman.2010.02.019