This paper provides the first empirically based marketing model of the perceptions of givers
and the resulting impact on donations. Within nonprofit marketing there is a considerable …

Creativity is arguably the most important element in advertising success. This article reviews
the trends in creativity research and asks (1) what do we know about advertising creativity, (…

The third edition of Strategic Marketing examines the ways in which companies create and
sustain their competitive advantage. Utilizing a robust marketing strategy framework, it covers …

Many organizations are confronted with the challenge of improving supply chain transparency
not only to meet regulatory requirements, but also to optimize operations, guarantee the …

Identifying factors that influence customers’e-loyalty is paramount for practitioners and academics
to develop successful marketing strategies and behavioral models. Online bookselling …

This paper examines and compares definitions of advertising creativity held by samples of
New York agency practitioners and members of the television-viewing public. Specifically, the …

In this article, we develop a framework for assessing the relational content of nonprofit
Internet sites. We operationalize this as a series of eight relational constructs applicable to the …

The adoption of e-marketing has been associated with an array of potential benefits such as
market expansion and cost reduction. Nevertheless, the degree of involvement in B2B …

This paper provides the first empirical study of the relationship between risk and creativity in
advertising. Advertising agency creatives and their propensity to take advertising risks are …

This article provides the first empirically based marketing model of the perceptions of givers
and the resulting impact on donations. Within nonprofit marketing there is a considerable …