# Marketing and Advertising Strategies

**Type:** Topics  
**Canonical URL:** https://scholariq.org/topics/marketing-and-advertising-strategies/

## Facts

| Field | Value |
| --- | --- |
| Citations | 187,240 |
| Description | This cluster of papers explores the evolution, challenges, and impact of Integrated Marketing Communication (IMC) in the marketing domain. It delves into topics such as brand performance, customer relationship, digital marketing, market orientation, and communication integration. The research emphasizes the importance of IMC in building brand equity and influencing customer behavior. |
| Domain | Social Sciences |
| Field | Business, Management and Accounting |
| OpenAlex ID | https://openalex.org/T13355 |
| Works | 46,182 |

## Topic papers all

- [Understanding Attitudes Toward and Behaviors in Response to Product Placement](https://scholariq.org/papers/understanding-attitudes-toward-and-behaviors-in-response-to-product-placement/)
- [Comparison of the Paths From Consumer Involvement Types To Ad Responses Between Corporate Advertising And Product Advertising](https://scholariq.org/papers/comparison-of-the-paths-from-consumer-involvement-types-to-ad-responses-between/)
- [Sounds good: Phonetic sound patterns in top brand names](https://scholariq.org/papers/sounds-good-phonetic-sound-patterns-in-top-brand-names/)
- [The Google Online Marketing Challenge: Fostering Student Learning of Search Advertising](https://scholariq.org/papers/the-google-online-marketing-challenge-fostering-student-learning-of-search/)
- [Study on the degree of use and knowledge of digital marketing elements in Romanian small and medium enterprises](https://scholariq.org/papers/study-on-the-degree-of-use-and-knowledge-of-digital-marketing-elements-in/)
- [Spatial Crowding in onlinebasierten Handelsumgebungen](https://scholariq.org/papers/spatial-crowding-in-onlinebasierten-handelsumgebungen/)

## Topic researchers

Showing 12 of 20.

- [Claes Fornell](https://scholariq.org/researchers/claes-fornell/)
- [Richard P. Bagozzi](https://scholariq.org/researchers/richard-p-bagozzi/)
- [Valarie A. Zeithaml](https://scholariq.org/researchers/valarie-a-zeithaml/)
- [Peter Salovey](https://scholariq.org/researchers/peter-salovey/)
- [Dhruv Grewal](https://scholariq.org/researchers/dhruv-grewal/)
- [Stephen L. Vargo](https://scholariq.org/researchers/stephen-l-vargo/)
- [Philip Kotler](https://scholariq.org/researchers/philip-kotler/)
- [Robert F. Lusch](https://scholariq.org/researchers/robert-f-lusch/)
- [Kevin Lane Keller](https://scholariq.org/researchers/kevin-lane-keller/)
- [Elissa S. Epel](https://scholariq.org/researchers/elissa-s-epel/)
- [Christian Grönroos](https://scholariq.org/researchers/christian-gronroos/)
- [Mary Jo Bitner](https://scholariq.org/researchers/mary-jo-bitner/)

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Source: ScholarIQ — public research metadata, principally OpenAlex. See https://scholariq.org/sources/ for provenance and https://scholariq.org/methodology/ for what these figures mean.