The following post is a sample submission for the coursework in the module «Marketing and branding in the digital age» at B.H.M.S. Business and Hospitality Management School, Switzerland. My students’ task is […]
The following article summarises my study «NFT Sports Collectibles: Characteristics and Factors of Consumer Value», published in the 2023 IGI Global publication «Global Applications of the Internet of Things in Digital Marketing» […]
The following article summarises the empirical study «Dimensions of Perceived Value That Influence the Intention to Adopt the Metaverse: The Case of Spectator Sports Fans» written for the IGI Global publication «Promoting […]
Part one of this article elaborated on the traditional 4 Ps of the marketing mix which include the components price, product, promotion, and place––see here. Part two continues the discussion and elaborates […]
The marketing mix has been one of the core elements of marketing since the middle of the twentieth century (cf. Kotler and Keller, 2012). The following article elaborates on the traditional components […]
