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The Resource Making a Difference Through Marketing : A Quest for Diverse Perspectives

Making a Difference Through Marketing : A Quest for Diverse Perspectives

Label
Making a Difference Through Marketing : A Quest for Diverse Perspectives
Title
Making a Difference Through Marketing
Title remainder
A Quest for Diverse Perspectives
Creator
Contributor
Subject
Language
eng
Cataloging source
MiAaPQ
Literary form
non fiction
Nature of contents
dictionaries
Making a Difference Through Marketing : A Quest for Diverse Perspectives
Label
Making a Difference Through Marketing : A Quest for Diverse Perspectives
Link
http://libproxy.rpi.edu/login?url=https://ebookcentral.proquest.com/lib/rpi/detail.action?docID=4526376
Publication
Copyright
Related Contributor
Related Location
Related Agents
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Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Intro -- Foreword -- Preface -- Contents -- Part IMaking a Difference-Sponsorship and Sport -- 1 The Question of Sponsorship Effectiveness -- 2 Leveraging Research on Activation: Quester and Thompson's (2001) Impact on the Field of Sponsorship -- 3 Sponsorship-Linked Attitudes of Employees of Sponsoring Firms: SMEs Versus Large Organisations -- 4 Connected Stadium: A Pillar for Football Clubs' Marketing Development? -- Part IIMaking a Difference-Social Marketing and Ethics -- 5 Promoting Public Health: Understanding the Limitations of Marketing Principles and the Need for Alternative Approaches -- 6 Contemporary Young Consumers and Food Consumption-Implications for Social Marketing Research -- 7 The Ethicality of Immersive Sponsorship Within a Children's Edutainment Centre -- 8 Emotional Advertising to Attenuate Compulsive Consumption: Qualitative Insights from Gamblers -- Part IIIMaking a Difference-Customers and Brands -- 9 Revisiting the Long and Winding (Less Travelled) Road: The Road to Chaos in Marketing -- 10 The Case for Altruism in eWoM Motivations -- 11 Customer Experience of Value in the Service Encounter -- 12 Multiple Celebrity Endorsement -- 13 Can Country of Origin Branding be a Competitive Advantage for Agri-Products from Emerging Countries? -- 14 Decomposition of Country of Origin Effects in Education Services: A Conjoint Analysis Approach -- Part IVMaking a Difference-University Education and Innovation -- 15 Knowing Me, Knowing You: Mentorship, Friendship, and Dancing Queens -- 16 Beyond the Obvious: Facets of Diversity in Marketing Student Groups -- 17 Student Engagement: A Multiple Layer Phenomenon -- 18 Marketing-Making a Difference for Entrepreneurial Universities -- 19 Improving Innovation Process Performance and Service Quality in Innovation Networks -- Abstract -- Introduction -- Hypotheses Development -- Method
  • Discussion -- Conclusion -- Managerial Implications -- References -- Theoretical and Educational Implications -- Future Research Directions -- Acknowledgement -- References -- Discussion and Conclusion -- References -- Abstract -- Introduction -- Entrepreneurial Universities Are Market-Focussed -- Science-to-Business Marketing Crucial for Entrepreneurial Universities -- Abstract -- Introduction -- Student Engagement -- Research Method -- Results -- Abstract -- Introduction -- Theoretical Contributions -- Future Research Directions -- References -- A Framework of Diversity and Its Effects -- Prior Characteristics -- Diversity During Group Work -- Phase 2-Exploratory Quantitative Survey -- Results-The Mediating Role of Group Processes -- Implications for Marketing Educators -- Conclusions, Limitations and Directions for Future Research -- Appendix: Measurement -- References -- Abstract -- Introduction -- Take a Chance on Me (Andersson and Ulvaeus 1978) -- I Do, I Do, I Do, I Do, I Do (Andersson et al. 1975) -- I Have a Dream (Andersson and Ulvaeus 1979) -- When All Is Said and Done (Andersson and Ulvaeus 1981) -- Acknowledgements -- References -- Abstract -- Introduction -- Research Methods -- Results -- Abstract -- Country of Origin -- Signaling -- Country Branding -- Strategies for Countries with a Weak Versus a Strong COO Brand Image -- Agricultural Food Commodities and Differentiation -- Conclusions -- Abstract -- Introduction -- Conceptual Model -- Experiment -- Discussion and Implications -- References -- Abstract -- Introduction -- The Impact of Customer Experience of Value -- Discussion, Implications and Future Research -- Acknowledgement -- References -- Conclusion -- References -- Approach to Customer Loyalty -- Love -- Service Equity -- Service Quality -- Social-Psychological Interaction -- Conclusion -- References -- Abstract
  • Introduction -- WoM Goes Digital -- Communicators' Motivations for Engaging in eWoM -- The Role of Personality in eWoM Motivations -- eWoM-Altruism or Egoism? -- Towards a Reconceptualisation of Altruism -- eWoM Through the Lens of Altruism -- Abstract -- Toward a Law of Imitation -- Social Chaos -- Conclusion -- References -- Findings -- Abstract -- Introduction -- Literature Review and Research Questions -- Conclusion -- References -- Method -- Abstract -- Introduction -- The Edutainment Centre as a Sponsorship Vehicle -- Research Questions -- Methodology -- Results and Discussion -- Abstract -- Introduction -- An Alternative Approach: Environment First, Individual Decision-Making Second -- Conclusion -- References -- Conclusion -- References -- Abstract -- Marketing Principles -- Social Marketing Principles -- Public Health Case Studies -- Abstract -- Introduction -- Definition, Challenges and Technological Developments of the Connected Stadium -- On the Uses of the Connected Stadium -- What Is the Future for the Connected Stadium? -- References -- Results -- Discussion -- Conclusion -- Appendix -- References -- Abstract -- Introduction -- Leveraging Corporate Sponsorship -- Do Employee Attitudes to Sponsorship Vary Between Large and Small Organisations? -- Methodology -- Lasting Influence on the Field of Sponsorship -- Conclusion -- References -- Conclusion -- References -- Abstract -- Key Contributions -- Abstract -- Summary of Main Effects and Avenues for Further Research -- Moderators of Sponsorship Effectiveness -- How to Select One Event to Sponsor -- Conceptual Innovation -- Empirical Breakthrough -- Methodological Advances -- Individual Consumer Characteristics -- Conceptual Refinements of the Activation Concept -- Repeated Exposures to Sponsorship Activations -- Broadening the Scope of Sponsorship Research -- Ambush Marketing -- Measures
  • Implications -- General Beliefs and Attitude Toward Sponsorship -- For Spectators and TV-Viewers -- For Brands and Organisers -- Connected Stadium, Stadium 2.0, M-Stadium: Definition -- The Marketing Stakes of the Connected Stadium -- Ageing -- Obesity -- Transformation of Food Industry -- Young Consumers and Food Industry: A Segment Worth Conquering -- Gaps in Knowledge About Young Consumers' Food Consumption -- Is Immersive Sponsorship Within a Children's Edutainment Centre Inherently Unethical? -- Do Parents Perceive Immersive Sponsorship Within a Children's Edutainment Centre as Unethical? -- Research Approach: Thematic Analysis -- Emotions in Advertising -- Emotional Appeals in Consumption Contexts -- Research Questions -- Recalled Social Marketing Campaigns -- Negative Emotional Advertising in the Gambling Context -- Positive Emotional Advertising and Focus on the Gambler -- Mixed Emotional Advertising -- Important Message Elements -- Communication Channels and Platform Choice -- Valence -- Brands -- The Imperative Viewpoints of Consumers -- The Critical Role of Service Employees -- The Effective Type of Customer Value Experience -- The Role of Customer Experience of Value -- Participants, Design, Stimuli and Procedure -- Measures -- Fit -- Presentation Format -- Attitude Toward the Brand -- Conjoint Analysis Validity Testing -- Part-Worth Utilities and Attribute Relative Importance -- COO Effects in the Services Context -- Gaps in the Existing Literature -- Country Person Image (CPI) -- Method -- Results-The Impact of Diversity -- Method -- Discussion of Results -- Nationality Diversity -- Prior (Pre-existing) Characteristics -- Social Engagement Dimension -- Individual Engagement (Lecturer) -- Engagement with the Narrow Service System (Course) -- Interdependence of the Engagement Layers
  • How Science-to-Business Marketing Borrows from University Marketing -- How Science-to-Business Marketing Borrows from Knowledge Marketing -- How Science-to-Business Marketing Borrows from Business-to-Business Marketing -- Dealing with Internal Target Groups in Science-to-Business Marketing -- Sponsorship Activation -- Science-to-Business Marketing Driving Knowledge and Technology Transfer in the Entrepreneurial University -- A Summary of Theses -- Theoretical Implications -- Educational Implications -- Research Context and Sampling -- Construct Operationalisation -- Specific Attitudes Toward Employers' Sponsorship -- Sponsorship-Linked Organisational Identification (OI) -- Specific Attitudes Toward Employers' Sponsorship -- Sponsorship-Linked Organisational Identification -- Event Involvement -- Consumers' Self-Congruity with the Sponsored Event -- The Role of Consumer Nationalism -- The Role of Perceived Fit
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1 online resource (280 pages)
Form of item
online
Isbn
9789811004643
Media category
computer
Media MARC source
rdamedia
Media type code
c
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unknown sound
Specific material designation
remote

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