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Factors Affecting Electronic Service Brand Equity
(IGI Global, 2013-11)
The purpose of this study is to determine the factors affecting electronic service brand equity and to investigate consumers’ perceptions of the electronic service brands they prefer. Additionally, the study, based on the ...
The measurement of distributor performance with a multi-criteria decision making method
("Business Perspectives" Innovative Marketing International Research Journal, 2013)
Performance measurement is gained importance by academicians and businesses. By measuring performance businesses can see what they achieve, quantify their effectiveness, identify opportunities for improvement and compare ...
Transcultural Marketing for Incremental and Radical Innovation
(IGI Global, 2013-11)
As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products must be created and implemented to be successful in an era of ...