The monograph covers three topics. The first part, "Development and Definition of Marketing, the Basic Marketing Concepts, the Marketing Mix and the Origin of a Product: An Additional Element of the Marketing Mix," represents the developmental milestones of marketing and various definitions of...

Consumer satisfaction is imperative to a successful business, the reason for the choice of topic for this paper being explained thereby. Market changes have resulted in consumer’s enormous growth of power, which was recognized by many companies who adapted their business to meeting those...

Development of new technologies and market saturation with products from different backgrounds with different properties for end users often causes confusion and uncertainty in the process of buying. Because of the faster flow of information, modern companies are becoming a learning societies...

The marketing discipline has in recent years greatly transformed. The marketing concept has been extended, deepened, the redefined and repositioned. In the last fifteen years, many authors point out that the marketing of a variety of factors occurred in the mature phase that is in crisis and...

The purpose of this study is to establish the key elements of brand equity for international students by exploring existing brand equity theory in its applicability to international higher education (HE). The main objective of this research is to enhance academic understanding of brand equity in...

Modern company needs as the foundation of its successful operation clearly defined vision, employees values and high, but still reachable business goals, which are based on high level involvement of employees in the company and on the basis of their participation. Knowledge, skills and...

Development of the world food market has, in recent years, been marked by rapid, unexpected and complex changes. The world food industry is operating in an explicitly dynamic environment which demands constant adjustments and responses. Good familiarity with consumers, their habits, wishes, and...

The article investigates the importance of perceived brand name value from an external point of view of perception of the Slovenian consumers. Based on the stratified survey and quantitative research we note the relationship between the origin of the product, marketing mix elements, and the...

In dynamic market environment, distribution channels, marketing activities, diversification strategies, and food quality are increasingly important. Innovation in social networking media has revolutionized the world in 21st Century. Social networking media presents potentially opportunities for...

Employees are reluctant to share knowledge for many reasons. Paper explores knowledge sharing and hoarding processes in organization through social exchange theory. Since it is lack of conceptual framework which would explain knowledge sharing process in coherent manner connecting micro level in...