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Marketing Management (14th Edition)
Philip Kotler,Kevin Lane Keller +1 more
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The article was published on 2012-01-01 and is currently open access. It has received 304 citations till now. The article focuses on the topics: Marketing management.read more
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From academic research to marketing practice: Exploring the marketing science value chain
TL;DR: In this article, the authors investigate the impact of marketing science articles and tools on the practice of marketing and find that the impact is either direct (e.g., an academic article may be adapted to solve a practical problem) or indirect (i.e., its contents may be incorporated into practitioners' tools, which then influence marketing decision making).
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Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing Decision
Tjahjono Djatmiko,Rezza Pradana +1 more
TL;DR: In this article, the authors tried to investigate the reason concerning the purchase decision of smartphone The variables that are used are brand image and product price of Samsung smartphone The descriptive quantitative research methods with a non purposive sampling was implemented by involving two independent variables Brand Image, and Product Price and one dependent variable Purchase Decision, the result showed that customer not only influenced by the product but also the price as well.
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Perilaku pembelian melalui internet
TL;DR: In this article, the authors investigated web attributes of online buying behavior and developed a model to establish a model, namely web design attractiveness, vendor reputation, perceived ease of transaction, attitudes towards online buying.
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Integrating SMEs into Global Value Chains: Challenges and Policy Actions in Asia
TL;DR: In this paper, the authors examine ways of encouraging participation in value chains, and explore policy solutions to address the financial and non-financial barriers faced by SMEs in the process of global value chain integration.
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Breaking Through Complexity: Visual and Conceptual Dimensions in Logo Evaluation across Exposures
TL;DR: In this paper, the effects of visual and conceptual complexity (VC and CC) on brand logo evaluations at single and multiple exposures were investigated, and the results of a hybrid experimental study suggest that the initially positive effect of VC on attitude toward the logo becomes negative with multiple exposures.