作者:Simone Guercini , Silvia Ranfagni
来源:[J].Journal of Service Theory and Practice, 2015, Vol.25 (2), pp.162-180
摘要:Purpose(#br) – The purpose of this paper is to focus its attention on the analysis of buyer-seller interactions in facility services. In particular it proposes to investigate the interactions Italian municipalities develop with sellers involved in facility services outsourci...
作者:Silvia Ranfagni , Simone Guercini , Belinda Crawford Camiciottoli
来源:[J].Management Decision, 2014, Vol.52 (4), pp.724-736
摘要:Purpose(#br) – The purpose of this paper is to discuss the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with particular reference to how it can be enhanced with quantitative techniques to study inter...
作者:Belinda Crawford Camiciottoli , Silvia Ranfagni , Simone Guercini
来源:[J].European Journal of Marketing, 2014, Vol.48 (5/6), pp.1092-1112
摘要:Purpose(#br) – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consume...
作者:Simone Guercini , Silvia Ranfagni
来源:[J].Journal of Fashion Marketing and Management, 2007, Vol.11 (3), pp.398-412
摘要:Purpose(#br) – The aim of this paper is to analyze the role of market knowledge embodied in sales outlet management and in particular to investigate in a static way the role of cognitive sources in relation, to the structural characters of the retail enterprise and its sales...
作者:Simone Guercini , Silvia Ranfagni
来源:[J].Arts Marketing: An International Journal, 2012, Vol.2 (1), pp.52-69
摘要:Purpose(#br) – The purpose of this paper is to analyse the emergent role of market in cultural enterprises. (#br)Design/methodology/approach(#br) – The authors consider market as network and identify the role of the interaction process with a special focus on theatre organiz...
作者:Simone Guercini , Silvia Ranfagni
来源:[J].Marketing Intelligence & Planning, 2013, Vol.31 (5), pp.508-521
摘要:Purpose(#br) – The purpose of this paper is to investigate how companies entering the Chinese market integrate brand image and country image, how they redefine this integration in the corporate rebranding process adopted to develop the new market, and what impact they achiev...


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