Read the latest articles of International Journal of Research in Marketing at ScienceDirect.com, Elsevier’s leading platform of peer-reviewed scholarly literature
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Read the latest articles of Australasian Marketing Journal (AMJ) at ScienceDirect.com, Elsevier’s leading platform of peer-reviewed scholarly literature
Yet, what Jenkins terms “top-down” transmedia—that is, pre-planned and often corporate transmedia—has received a disproportionate share of scholarly attention, with modern franchises like The Matrix, the Marvel universe, and Lost serving as common exemplars (Flanagan, Livingstone, and McKenny;...
scholarly research on the business behind entertainment offerings, has become a major industry-specific research stream in marketing and business (e.g., Eliashberg et al.,2007; Foutz & Jank,2010; Hadida,2009) and has inspired extensive work in other scholarly disciplines (e.g., Vorderer,2001)...
This journal is part of our Marketing collection. Explore ourMarketing subject areato find out more. See all related journals Journal of Services Marketing Journal of Services Marketing addresses a range of services-related issues of interest to marketing scholars and... ...
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In this qualitative study, the writers relied on a critical literature review strategy to collect and evaluate pertinent scholarly works. According to the results, medical entrepreneurship is essential for solving healthcare problems and making healthcare delivery systems better. In order to better ...
Transformative marketing in the new normal: A novel practice-scholarly integrative review of business-to-business marketing mix challenges, opportunities, and solutions. J. Bus. Res. 2023, 160, 113638. [Google Scholar] [CrossRef] Junusi, R. El Digital Marketing During the Pandemic Period; A ...
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