Titlebook: Making a Difference Through Marketing; A Quest for Diverse Carolin Plewa,Jodie Conduit Book 2016 Springer Science+Business Media Singapore

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Leveraging Research on Activation: Quester and Thompson’s (2001) Impact on the Field of Sponsorshipwhat make sponsorships come to life. Activations are generally considered to be critical elements of a sponsorship strategy; for some, perhaps even more so than the sponsorship itself. The work of Quester and Thompson (.) was a landmark contribution to the study of sponsorship activation on conceptu

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Promoting Public Health: Understanding the Limitations of Marketing Principles and the Need for Alteghts make it clear that the primary focus of public health efforts needs to be on upstream rather than downstream approaches. In the typical absence of adequate funding to undertake the basic principles of marketing at the downstream level (e.g. segmentation and competitor analysis) and the inapprop

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Contemporary Young Consumers and Food Consumption—Implications for Social Marketing Researche engaging campaigns between brands and individuals. This change has also affected young consumers (i.e. children aged less than 13 years), who attracted marketers’ attention in the mid-1980s, who have ever since been marketing aggressively to this group across multiple media channels, engaging in t

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Revisiting the Long and Winding (Less Travelled) Road: The Road to Chaos in Marketingrs that are all the same and adopt a given product with the same probability p. This simplest case leads to nothing of interest. However we add a sociological model based on imitation and reactance. This law of social imitation was validated on both theoretical and empirical levels. It consists of a

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