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Marketing

In this subdiscipline: 34,419 papers

Discipline summary

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Kotler

Popular papers

  1. Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the "Big Five" dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer…
  2. In this article, we attempt to distinguish between the properties of moderator and mediator variables at a number of levels. First, we seek to make theorists and researchers aware of the importance of not using the terms moderator and mediator…
  3. Word-of-mouth (WOM) marketing—firms’ intentional influencing of consumer-to-consumer communications—is an increasingly important technique.Reviewing and synthesizing extantWOMtheory, this article shows howmarketers employing social media marketing…
  4. Integrated cost and schedule control (C/S) was introduced in the US more than a quarter of a century ago. However, traditional separated C/S is still one of the conspicuous problems in the Hong Kong construction industry. A paper evaluates the…
  5. Research dealing with various aspects of the theory of planned behavior (Ajzen, 1985, 1987) is reviewed, and some unresolved issues are discussed. In broad terms, the theory is found to be well supported by empirical evidence. Intentions to perform…
  6. Our possessions are a major contributor to and reflection of our identities. A variety of evidence is presented supporting this simple and compelling premise. Related streams of research are identified and drawn upon in developing this concept and…

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