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Conduit, Jodie

Making a Difference Through Marketing

Conduit, Jodie - Making a Difference Through Marketing, ebook

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ISBN: 9789811004643
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Table of contents

Part I. Making a Difference—Sponsorship and Sport

1. The Question of Sponsorship Effectiveness
Marc Mazodier

2. Leveraging Research on Activation: Quester and Thompson’s (2001) Impact on the Field of Sponsorship
Francois A. Carrillat, Alain d’Astous

3. Sponsorship-Linked Attitudes of Employees of Sponsoring Firms: SMEs Versus Large Organisations
Aila Khan, Suzan Burton

4. Connected Stadium: A Pillar for Football Clubs’ Marketing Development?
Charles Bal, Nathalie Fleck

Part II. Making a Difference—Social Marketing and Ethics

5. Promoting Public Health: Understanding the Limitations of Marketing Principles and the Need for Alternative Approaches
Simone Pettigrew, Michelle I. Jongenelis

6. Contemporary Young Consumers and Food Consumption—Implications for Social Marketing Research
Liudmila Tarabashkina, Roberta Crouch

7. The Ethicality of Immersive Sponsorship Within a Children’s Edutainment Centre
Damien Arthur

8. Emotional Advertising to Attenuate Compulsive Consumption: Qualitative Insights from Gamblers
Svetlana Vos, Roberta Crouch, Jasmina Ilicic

Part III. Making a Difference—Customers and Brands

9. Revisiting the Long and Winding (Less Travelled) Road: The Road to Chaos in Marketing
Recteur Alexandre Steyer

10. The Case for Altruism in eWoM Motivations
Michelle Killian, John Fahy, Deirdre O’Loughlin

11. Customer Experience of Value in the Service Encounter
Shu-Ching Chen

12. Multiple Celebrity Endorsement
Sik Chuen (Max) Yu, Ravi Pappu

13. Can Country of Origin Branding be a Competitive Advantage for Agri-Products from Emerging Countries?
Amal R. Karunaratna, Roberta Crouch

14. Decomposition of Country of Origin Effects in Education Services: A Conjoint Analysis Approach
Daniel Aruan, Roberta Crouch

Part IV. Making a Difference—University Education and Innovation

15. Knowing Me, Knowing You: Mentorship, Friendship, and Dancing Queens
Vinh N. Lu, Brett Scholz

16. Beyond the Obvious: Facets of Diversity in Marketing Student Groups
Claire Eloise Sherman, Carolin Plewa

17. Student Engagement: A Multiple Layer Phenomenon
Jodie Conduit, Ingo O. Karpen, Francis Farrelly

18. Marketing—Making a Difference for Entrepreneurial Universities
Thomas Baaken, Todd Davey, Sue Rossano

19. Improving Innovation Process Performance and Service Quality in Innovation Networks
Carolin Plewa, Giselle Rampersad, Indrit Troshani, Tobias Kesting

Keywords: Business and Management, Marketing, Business Ethics, Health Promotion and Disease Prevention

Editor
 
Publisher
Springer
Publication year
2016
Language
en
Edition
1
Category
Economy
Format
Ebook
eISBN (PDF)
9789811004643
Printed ISBN
978-981-10-0462-9

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