Ürün

Yazarlar

Özet

Referanslar

Neuvonen, M., & Pecoraro, M. (2024). Digital marketing skills in high demand: Exploratory study of multiple competencies for a marketing professional. Athens Journal of Business & Economics.

Dutt, R., Kasilingam, G., Angell, M., & Singh, R. (2024). The future of marketing and communications in a digital era: Data, analytics and narratives. Journal of Marketing Communications.

Gensler, S. (2025). An emerging future for digital marketing: From products to platforms. Journal of Business Research.

Prihatiningsih, T., Panudju, R., & Prasetyo, I. J. (2025). Digital advertising trends and effectiveness in the modern era: A systematic literature review. Golden Ratio of Marketing and Applied Psychology of Business, 5(1), 01-12.

Dutt, R., Kasilingam, G., Angell, M., & Singh, R. (2024). The future of marketing and communications in a digital era: Data, analytics and narratives. Journal of Marketing Communications.

Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson.

Neuvonen, M., & Pecoraro, M. (2024). Digital marketing skills in high demand: Exploratory study of multiple competencies for a marketing professional. Athens Journal of Business & Economics.

Armstrong, G., & Kotler, P. (2003). Marketing: an introduction. Pearson Education.

Rundh, B. (2009). Packaging design: creating competitive advantage with product packaging. British food journal, 111(9), 988-1002.

Bearden, W. O., & Shimp, T. A. (1982). The use of extrinsic cues to facilitate product adoption. Journal of marketing research, 19(2), 229-239.

Keller, K. L. (2013). Building strong brands in a modern marketing communications environment. In The evolution of integrated marketing communications (pp. 65-81). Routledge.

Underwood, R. L. (2003). The communicative power of product packaging: creating brand identity via lived and mediated experience. Journal of marketing theory and practice, 11(1), 62-76

Magnier, L., & Schoormans, J. (2015). Consumer reactions to sustainable packaging: The interplay of visual appearance, verbal claim and environmental concern. Journal of environmental psychology, 44, 53-62.

Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: a conjoint analysis approach. European journal of marketing, 41(11/12), 1495-1517.

Caswell, J. A., & Mojduszka, E. M. (1996). Using informational labeling to influence the market for quality in food products. American Journal of Agricultural Economics, 78(5), 1248-1253.

Boulding, W., & Kirmani, A. (1993). A consumer-side experimental examination of signaling theory: do consumers perceive warranties as signals of quality?. Journal of consumer research, 20(1), 111-123.

Keller, K. L. (2023). Strategic brand management (6th ed.). Pearson.

Kotler, P., Keller, K. L., & Chernev, A. (2024). Marketing Management (17th ed.). Pearson.

Aaker, D. A. (1996). Building strong brands. Free Press.

Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: global edition. Pearson.

Keller, K. L. (2023). Strategic brand management (6th ed.). Pearson.

Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson.

Lemon, K. N., & Verhoef, P. C. (2016). “Understanding Customer Experience Throughout the Customer Journey.” Journal of Marketing, 80(6), 69–96.

Chesbrough, H. (2020). To recover faster from Covid-19, open up: Managerial implications from an open innovation perspective. Industrial Marketing Management, 88, 410-413.

Wadhwa, A., Bodas Freitas, I. M., & Sarkar, M. B. (2017). The paradox of openness and value protection strategies: Effect of extramural R&D on innovative performance. Organization Science, 28(5), 873-893.

Cooper, R. G. (2008). Perspective: The stage‐gate® idea‐to‐launch process—update, what's new, and nexgen systems. Journal of product innovation management, 25(3), 213-232.

Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge.

İndir

Sayfalar

129-154

Yayınlanan

6 Şubat 2026

Lisans

Lisans