A Marketing Communications Framework For Small Political Parties In Developed Countries
Purpose This research aims to undertake a business theory application into the political marketing context, examine the degree and nature of its theoretical and practical compatibility, and develop a Read More »
Author: Alkis Thrassou, Demetris Vrontis, Malcolm H.B. McDonald
Contributor: eb™ Research Team
A Preliminary Strategic Marketing Framework For New Product Development
This article responds to the identified considerations and gaps in existing research on the way a new idea is transformed into a market-accepted new product. Utilizing the findings of an extensive Read More »
Author: DEMETRIS VRONTIS, LKIS THRASSOU, DORRA YAHIAOUI, HELA CHEBBI
Contributor: eb™ Research Team
Building Brand Equity Through The Influence Of Corporate Social Responsibility (CSR) A Case Study
Corporate Social Responsibility (CSR) is an important part of every business entity and as such has been described as a tool to build the brand equity of a business. Thus, understanding its Read More »
Author: Daniels Reese Mensah , Daniel Abayaakadina Atuilik , Joseph Yensu
Contributor: eb™ Research Team
Ethical Commodities As Exodus And Refusal
At the same time as brands and branding dominate our contemporary mode of capitalism, brands also claim an ethical position based on a critique of their competitors (Lury, 2004; Arvidsson, 2006). Read More »
The Ethics Of Branding: Branding Ethically Or Ethical Branding?
Ethical brands have risen to prominence in recent years as a market solution to a diverse range of political, social and, in this case most interestingly, ethical problems. By signifying the ethical Read More »
Author: Carys Egan-Wyer, Peter Svensson, Anna Pfeiffer, Sara Louise Muhr
Contributor: eb™ Research Team