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Using Qualitative and Quantitative Methods to Investigate Patterns in Marketing Channels and International Marketing Strategies
(2009-09-02)
Changed agenda and paradigms require marketing’s research methods and tools of enquiry to reflect fully the need to intensify theory-building programmes. We examine the evolution of the case research strategy in the context ...
Corporate Brand Image: Antecedents, Mediating Role and Impact on Stakeholder Expectations
(2009-09-02)
Corporate identity and image are shaped by the entirety of perceptions of a variety of stakeholders, both existing and potential ones, such as customers, suppliers, employees, general public, opinion makers, and government ...