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An exploration of positive marketing in practice
Mini Dissertation (MBA)--University of Pretoria, 2017.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2018
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| _version_ | 1867613687425007616 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2017. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/64873 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:40:06.524Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2018 |
| publishDateRange | 2018 |
| publishDateSort | 2018 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/64873 An exploration of positive marketing in practice Kleyn, Nicola ichelp@gibs.co.za Mahleka, Katlego Matseatona UCTD Mini Dissertation (MBA)--University of Pretoria, 2017. Positive marketing is an emerging construct aimed at transforming marketing practice. The nascent literature on positive marketing identifies different types of this construct. The literature on positive marketing says very little on the nature of the value created by practitioners or how practitioners should implement this construct in practice. The purpose of this study is to explore the conceptualization and implementation of positive marketing in practice. We explore the views and experiences of marketing practitioners that have demonstrated the adoption of positive marketing using a series of in-depth interviews. We find that value created by the positive marketing practice is relative to the user experience and that leadership orientation is a key enabler to the adoption of positive marketing. nk2018 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2018-05-11T09:02:47Z 2018-05-11T09:02:47Z 30-03-18 2017 Mini Dissertation Mahleka, K 2017, An exploration of positive marketing in practice, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/64873> http://hdl.handle.net/2263/64873 en © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD An exploration of positive marketing in practice |
| title | An exploration of positive marketing in practice |
| title_full | An exploration of positive marketing in practice |
| title_fullStr | An exploration of positive marketing in practice |
| title_full_unstemmed | An exploration of positive marketing in practice |
| title_short | An exploration of positive marketing in practice |
| title_sort | exploration of positive marketing in practice |
| topic | UCTD |
| url | http://hdl.handle.net/2263/64873 |