Browsing Faculty of Business by Subject "Marketing mix"
Now showing items 1-2 of 2
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Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach
(Emerald, 2024-02-08)Purpose: The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons between the marketing strategy formulation ... -
What is special about marketing organic products? How organic assortment, price, and promotions drive retailer performance
(American Marketing Association, 2013-01)Higher sales and margins are key goals for retailers promoting emerging products, such as organics, but little is known about their marketing effectiveness and their cross-effects on conventional product sales. Extant ...
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