The article is a review of key ideas and proposals from the book EmpowerUs: From Crisis to Strategic Harmony (Kitsap Publishing, 2020). In preface Philip Kotler, Father modern marketing one most influential global management experts points out that there are many fixing world books, this best. authors Ira Kaufman, transformation strategist consultant USA, Velimir Srica, leadership professor inf...

Vol. XLIV (February 2007), 100–113 100 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Nidhi Agrawal is Assistant Professor of Marketing, Kellogg School of Management, Northwestern University (e-mail: nidhi-agrawal@kellogg. northwestern.edu). Geeta Menon is Professor of Marketing and Harold MacDowell Faculty Fellow, Leonard N. Stern School of Business, Ne...

Consumers have only partial knowledge before making a purchase decision, but can choose to acquire more-detailed information. A …rm can make it easier or harder for these consumers to obtain such information. We explore consumers’information gathering and the …rm’s integrated strategy for marketing, pricing, and investment in ensuring quality. In particular, we highlight that when consumers are...

Journal of Marketing Research Vol. XLV (December 2008), 676–689 © 2008, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Anat Keinan is Assistant Professor of Marketing, Harvard Business School, Harvard University (e-mail: [email protected]). Ran Kivetz is Professor of Business, Columbia Business School, Columbia University (e-mail: [email protected]). The authors ...

Despite the plethora of research on market orientation, our understanding of how different dimensions of market orientation interact with each other in generating new intelligence for marketing programs is limited. In this paper, we develop and test a model that examines the interaction effects of the three dimensions of market orientation—customer orientation, competitor orientation, and cross...

From a marketing communication point of view, new digital marketing channels, such as Internet and mobile phones, are considered to be powerful opportunities to reach consumers by allowing interactivity and personalisation of the content and context of the message. The increased number of media has, however, led to a harder competition for consumers’ attention. Given the potential of digital me...