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When do firms invest in offensive and/or defensive marketing? · Study

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ArticleWhen do firms invest in offensive and/or defensive marketing?

Eileen Bridges2008

Article2008

When do firms invest in offensive and/or defensive marketing?

Eileen Bridges · Per Vagn Freytag

19 citations·0/0 files stored·Journal of Business Research

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Marketing and Advertising Strategies Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1988Structural equation modeling in practice: A review and recommended two-step approach.1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1993Market Orientation: Antecedents and Consequences 1988An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment 2002Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior 1997Moving Beyond Dyadic Ties: A Network Theory of Stakeholder Influences 2002How Firms Relate to Their Markets: An Empirical Examination of Contemporary Marketing Practices

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2015Strategic marketing in times of recession versus growth: New Zealand manufacturers 2013Factors affecting new product post-adoption behavior in a major US automotive supply chain: an examination of antecedents to technology internalization 2018Offensive and Defensive Marketing in Spatial Competition 2025The use of e-commerce applications in Latin America: individual and structural influences during COVID-19

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Year2008

Typearticle

Published2008-07-22

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations19

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1016/j.jbusres.2008.06.003

openalex_workW2018007931

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