Gisele opened a women’s footwear store that specializes in large sizes. What she did not know was that the store would end up attracting customers like drag queens, crossdressers, transsexuals and transvestites. How can ...

The article describes the implementation process of a critical approach in marketing, based on the ontology of critical realism, developed in England and Brazil by a Brazilian researcher. The investigation, inspired at the ...

Despite the advances in studies on the effects of distribution channel strategies, the relation between distribution and market share is still a little explored topic, especially in emerging markets. For that reason, this ...

A crise de meia-idade da área de Marketing insiste em perdurar. Profissionais de Marketing continuam enfrentando sérias dificuldades para ocupar as posições mais estratégicas nas empresas.

This paper provides insights about how customer equity estimates can help businesses monitor the competition as well as aid managers in making their marketing investment decisions, and how companies can employ their marketing ...