No 13 (2023)

Special Number SM

Table of Contents

Editorial

Services Marketing: Where Are We Now?
Amélia Brandão, Paolo Popoli, Jorge Remondes
PDF

Articles

Strategies of Marketing in the Internationalization Process of SME: A Case Study on B2B Context
Cláudia Pires Ribau
PDF
Digital Customer Experiences: A Multiple Case Study Approach of Malaysia Financial Institutions
Azira Ab Aziz, Peter Charles Woods
PDF
The Importance of Social Identification through Digital Marketing to Cultivate Emotional Attachment towards the Brand: Evidence from the Real Madrid, F.C.
Veronica Baena
PDF
Comunicación del marketing y Gestión de relación con clientes de servicios de yoga: Netnografía comparativa pre y post pandemia en Facebook
Laura María Elena Miranda Hernández, Alicia del Socorro De la Peña de León
PDF
A influência da qualidade do serviço na relação de consultoria
Maria Antónia Rodrigues, João F. Proença, Ana Pereira
PDF (Português (Portugal))
Enhancing Social Media Engagement for Logistics Services Branding
Cemre Serbetçioğlu, Aysu Gocer
PDF
Service Delight and Brand Love: Its’ Impact on Premium Price and Word-of-Mouth
Inês Veiga Pereira, Joana Araújo, João Abel Simões
PDF