Skip to main content
main-content

Über dieses Buch

This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. It provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives, this book presents a broader perspective. It highlights a variety of players and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.

Inhaltsverzeichnis

Frontmatter

Making a Difference—Sponsorship and Sport

Frontmatter

2016 | OriginalPaper | Buchkapitel

The Question of Sponsorship Effectiveness

Marc Mazodier

2016 | OriginalPaper | Buchkapitel

Leveraging Research on Activation: Quester and Thompson’s (2001) Impact on the Field of Sponsorship

Francois A. Carrillat, Alain d’Astous

2016 | OriginalPaper | Buchkapitel

Sponsorship-Linked Attitudes of Employees of Sponsoring Firms: SMEs Versus Large Organisations

Aila Khan, Suzan Burton

2016 | OriginalPaper | Buchkapitel

Connected Stadium: A Pillar for Football Clubs’ Marketing Development?

Charles Bal, Nathalie Fleck

Making a Difference—Social Marketing and Ethics

Frontmatter

2016 | OriginalPaper | Buchkapitel

Promoting Public Health: Understanding the Limitations of Marketing Principles and the Need for Alternative Approaches

Simone Pettigrew, Michelle I. Jongenelis

2016 | OriginalPaper | Buchkapitel

Contemporary Young Consumers and Food Consumption—Implications for Social Marketing Research

Liudmila Tarabashkina, Roberta Crouch

2016 | OriginalPaper | Buchkapitel

The Ethicality of Immersive Sponsorship Within a Children’s Edutainment Centre

Damien Arthur

2016 | OriginalPaper | Buchkapitel

Emotional Advertising to Attenuate Compulsive Consumption: Qualitative Insights from Gamblers

Svetlana De Vos, Roberta Crouch, Jasmina Ilicic

Making a Difference—Customers and Brands

Frontmatter

2016 | OriginalPaper | Buchkapitel

Revisiting the Long and Winding (Less Travelled) Road: The Road to Chaos in Marketing

Recteur Alexandre Steyer

2016 | OriginalPaper | Buchkapitel

The Case for Altruism in eWoM Motivations

Michelle Killian, John Fahy, Deirdre O’Loughlin

2016 | OriginalPaper | Buchkapitel

Customer Experience of Value in the Service Encounter

Shu-Ching Chen

2016 | OriginalPaper | Buchkapitel

Multiple Celebrity Endorsement

Sik Chuen (Max) Yu, Ravi Pappu

2016 | OriginalPaper | Buchkapitel

Can Country of Origin Branding be a Competitive Advantage for Agri-Products from Emerging Countries?

Amal R. Karunaratna, Roberta Crouch

2016 | OriginalPaper | Buchkapitel

Decomposition of Country of Origin Effects in Education Services: A Conjoint Analysis Approach

Daniel Aruan, Roberta Crouch

Making a Difference—University Education and Innovation

Frontmatter

2016 | OriginalPaper | Buchkapitel

Knowing Me, Knowing You: Mentorship, Friendship, and Dancing Queens

Vinh N. Lu, Brett Scholz

2016 | OriginalPaper | Buchkapitel

Beyond the Obvious: Facets of Diversity in Marketing Student Groups

Claire Eloise Sherman, Carolin Plewa

2016 | OriginalPaper | Buchkapitel

Student Engagement: A Multiple Layer Phenomenon

Jodie Conduit, Ingo O. Karpen, Francis Farrelly

2016 | OriginalPaper | Buchkapitel

Marketing—Making a Difference for Entrepreneurial Universities

Thomas Baaken, Todd Davey, Sue Rossano

2016 | OriginalPaper | Buchkapitel

Improving Innovation Process Performance and Service Quality in Innovation Networks

Carolin Plewa, Giselle Rampersad, Indrit Troshani, Tobias Kesting
Weitere Informationen

BranchenIndex Online

Die B2B-Firmensuche für Industrie und Wirtschaft: Kostenfrei in Firmenprofilen nach Lieferanten, Herstellern, Dienstleistern und Händlern recherchieren.

Whitepaper

- ANZEIGE -

Die Corporate Supply Strategy bei Phoenix Contact GmbH & Co. KG

Lesen Sie am Beispiel von Phoenix Contact, wie der Einkauf in einem weltweit agierenden Industrieunternehmen mit dezentralen Einkaufsstrukturen mit der 15M-Architektur der Supply-Strategie strategisch ausgerichtet werden kann.
Jetzt gratis downloaden!

Bildnachweise