Follow the road - The preparation and research avenue -- Turn right - Conversation entry with sample interruption -- Follow the road - The needs analysis -- Step on the gas - The appointment setting -- Detours - Objections, pretexts and how to handle them -- No speed limit - The appointment...

Many software products are available free of charge. While the benefits resulting from network externality have been examined in the related literature, the effect of free offer on the diffusion of new software has not been formally analyzed. We show in this study that even if other benefits do...

The authors provide a framework to predict when uncertainty will have a beneficial or detrimental impact on marketing promotions involving free gifts. While uncertainty (i.e., not knowing which free gift will be offered) decreases purchase likelihood when the decision is cognitive, it increases...

Has a commercial ever brought you to tears? Has a movie ever inspired you so much you change your way of life? Has the series finale of a television show ever broken your heart? Has a video game ever altered your perception of reality? If you're like most consumers, you answered 'yes' to at...

Purpose The authors broaden the scope of consumer identity by introducing individuals’ olfactory abilities and discussing its impact on perception of the self, consumption behaviors, and consumer well-being. Methodology/approach The authors took a mixed-method approach by embedding smell tests...

A substantive amount of lab experimental evidence suggests that the norm of reciprocity has important economic consequences. However, it is unclear whether the norm of reciprocity survives in a natural and competitive environment with experienced agents. For this purpose we analyze data from a...

This is a concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions. The text looks at why a marketing team might employ the use of alternative media vehicles over (or alongside) more traditional ones, how it can...

Stadtslogans können Städten helfen, sich als Marken im Wettbewerb der Standorte zu positionieren und ihre Markenidentität zu kommunizieren. Bernd Radtke überträgt die Erkenntnisse der betriebswirtschaftlichen Marken- und Sloganforschung unter Berücksichtigung der stadtspezifischen...

During the last decades marginal rural territories of Europe lost a great part of their productive character, acquiring nowadays new functions, roles and social meanings which, in turn, are leading to their perception as consumption places. Among the new roles and functions, environmental...

During the last decades marginal rural territories of Europe lost a great part of their productive character, acquiring nowadays new functions, roles and social meanings which, in turn, are leading to their perception as consumption places. Among the new roles and functions, environmental...