Journal of the Academy of Marketing Science · 2020 · 78 citations · 43 references
BusinessMarketingMarketing ManagementBrand ManagementDigital MarketingMarketing StrategyAudience AttentionBrand AssociationsBrand AwarenessBrand CommunicationBrand EquityOnline Brand ManagementAttentionAttention SharingAudience Attention EconomyBrand Community BuildingDigital Brand Building
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Building Theories from Case Study Research
Kathleen M. Eisenhardt · Academy of Management Review · 1989 · 23.2K citations · Full text
What is Wrong with Social Theory?
Herbert Blumer · American Sociological Review · 1954 · 2.4K citations
Broadening the Concept of Marketing
Philip Kotler, Sidney J. Levy · Journal of Marketing · 1969 · 1.7K citations
The attention economy: understanding the new currency of business
Choice Reviews Online · 2002 · 1.1K citations