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Czasopismo

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37--53
Tytuł artykułu

Model wzrostu marek Sharpa a zarządzanie portfelem marek - uwarunkowania teoretyczne i kierunki badań

Warianty tytułu
Sharp's Brand Growth Model and Brand Portfolio Managament - Theoretical Consideretions and Research Directions
Języki publikacji
PL
Abstrakty
Celem artykułu jest po pierwsze opisanie teoretycznych uwarunkowań zastosowania modelu Sharpa jako alternatywy dla koncepcji STP w obszarze zarządzania portfelem marek, a po drugie zaproponowanie kierunków przyszłych badań w tym zakresie. (skrócony abstrakt oryginalny)
EN
Article aim is firstly to describe theoretical considerations of using Sharp's model as alternative to STP concept to brand portfolio management. Secondly, it's to propose directions of future research within this domain. (short original abstract)
Czasopismo
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Strony
37--53
Opis fizyczny
Twórcy
  • Uniwersytet Łódzki
Bibliografia
  • Aaker D.A. (2004), Brand Portfolio Strategy, Free Press.
  • Armstrong G., Kotler P. (2012), Marketing. Wprowadzenie, Wolters Kluwer Polska sp. z o.o., Warszawa.
  • Blattberg R., Sen S. (1976), Market Segments and Stochastic Brand Choice Models, "Journal of Marketing Research", Vol. XIII (February).
  • Brennan R. (2008), Theory and practice across disciplines: implications for the field of management. "European Business Review", Nr. 20.
  • Chartered Institude of Marketing book (2003), chapter 6 Brand Portfolio and Architecture.
  • Clift J. (2016), Marketing in the Digital Age: Binet and Field on how media choices impact effectiveness, Event Reports, Eff Week, November.
  • Dawes J., Sharp B. (2001), What is differentiation and how does it work?, "Journal of Marketing Management", Nr. 17.
  • Dibb S. and Simkin L (2001)., Market segmentation: diagnosing and treating the barriers, "Industrial Marketing Management", Vol. 30 No. 8.
  • Dibb S., Simkin L. (1996), The Market Segmentation Workbook, Routledge.
  • Ehrenberg A., Barnard N., Sharp B. (2001), Decision Modeis or Descriptive Models: A Brief Critique, "Marketing Insights", Fall.
  • Frank, Ronald E. (1962), Brand Choice as a Probability Process, "Journal of Business", Nr 35, January.
  • Jenkins M., McDonald M. (1997), Market segmentation: organizational archetypes and research agendas, "European Journal of Marketing", Vol. 31 Issue: 1.
  • Hammond K, Ehrenberg A., Goodhardt G. (1996), Market segmentation for competitive brands, "European Journal for Marketing", Vol. 30.
  • Hooley G., Saunders J., Piercy N. (2004), Marketing Strategy and Competitive Positioning, Pearson Education Ltd.
  • Kall J. (2001), Silna marka. Istota i kreowanie, PWE.
  • Keller K.L. (2011), Strategiczne zarządzanie marką, Oficyna.
  • Kennedy R., Ehrenberg A. (2001), There is no brand segmentation, "Marketing Insights", Marketing Research, vol.13, no.1.
  • Kennedy R., McColl B. (2012), Brand Growth at Mars, Inc.: How the Global Marketer Embraced Ehrenberg's Science with Creativity, "Journal of Advertising Research", Vol. 52, No. 2.
  • Kumar N. (2003), Kill a Brand Keep a Customer, "Harvard Business Review", December.
  • Laforet S., Saunders J. (2007), How Brand Portfolios Have Changed: A Study of Grocery Suppliers Brands from 1994 to 2004, "Journal of Marketing Management", Vol. 23, No. 1-2.
  • Laiderman, J. (2005), A structured approach to B2B segmentation, "Journal of Database Marketing & Customer Strategy Management", nr 13 (1).
  • Lee N., Greenley G. (2010), The theory-practice divide: thoughts from the Editors and Senior Advisory Board of EJM, "European Journal of Marketing", nr 44.
  • McDonald M., Dunbar I. (2012), Market Segmentation. How to Do It and How to Profit from It., John Wiley&Sons, Kindle Edition.
  • Morgan N., Rego L. (2009), Brand Portfolio Strategy and Firm Performance, "Journal of Marketing", Vol. 73 (January).
  • Neff, J. (2017), The World According to Sharp, "Advertising Age", nr 88 (13).
  • Nelson-Field K., Riebe E., Sharp B. (2012), What's Not to "Like?"Can a Facebook Fan Base Give a Brand The Advertising Reach It Needs?, "Journal of Advertising Research", June.
  • Piercy N., Morgan N. (1993), Strategic and operational market segmentation. A managerial analysis., "Journal of Strategic Marketing", 1.
  • Precourt G. (2016), Targeting doesn't interest Mars marketing chief, "ARF Re!Think".
  • Reibstein D.J., Day G., Wind J. (2009), Is marketing academia losing its way?, "Journal of Marketing", nr 73.
  • Riezebos R. (2003), Brand Management: A Theoretical and Practical Approach, Prentice Hall.
  • Romaniuk J. (2018), Building Distinctive Brand Assets, Oxford University Press.
  • Sharp B. (2010), How Brand Grow. What Marketers Don't Know., Oxford University Press.
  • Sharp B. (2013), Marketing. Theory, Evidence, Practice, Oxford University Press.
  • Sharp B. (2016) , How Brand Grow. Part 2., Oxford University Press.
  • Smith W.R. (1956), Product Differentiation and Market Segmentation as Alternative Marketing Strategies, "Journal of Marketing", Vol. 21, No. 1.
  • Uggla. H. (2013), The Sins of Brand Portfolio Management , "The IUP Journal of Brand Management", Vol. X, No. 4.
  • Quinn, L., & Dibb S. (2010), Evaluating market-segmentation research priorities: Targeting re-emancipation, "Journal of Marketing Management", 26 (13-14).
  • Wind Y (1978)., Issues and Advances in Segmentation Research, "Journal of Marketing Research", Vol. XV.
  • Yankelovich D.,Meer D. (2006), Rediscovering Market Segmentation, Harvard Business Review, Feb.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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