The major objective of this study is to test two alternative models in order to investigate whether customer value and satisfaction represent two theoretically and empirically distinct concepts. We address the core research themes of our study using a survey. This paper contributes to marketing...

The original cultural roots of Economics, Informatics and Decision Sciences are related to its genesis, mythology, and prehistory and, of course, to its proto-foundations as a scientific discipline. The knowledge of the cultural roots of the Economics and Decision Sciences will promote our...

Building businesses-leaders is the pathway to increase competitiveness in a micro- and macro-economic level. That is why marketing (a word of ancient Greek origin) and leadership are two linked concepts. So, it seems that there is a highest research priority on how higher levels of marketing...

The major objective of this study is to identify a methodology that will help educators in marketing to efficiently manage the design, impact, and cost of case studies. It is my intention is to examine the impact of case study characteristics in relation to the degree of learner involvement in...

In this paper, we argue that stock options are a highly effective marketing communications (marcoms) medium, which due to their influence on the profitability of the organization, possess characteristics that should be included in strategic marketing planning for financial and non-financial...