Outlines awareness of political marketing in Germany and argues that there is a need for the German political parties to market themselves. Discusses some of the essential aspects of political marketing, with particular reference to the institutions, ingredients and instruments involved....

The price at which a product is offered often does not consist of a single item of information, for example VW Golf, price; DM25,476. Instead, a multidimensional pricing system is used, e.g. the price comprises a down payment, monthly installments and a repayment period in months. Despite the...

Purpose – Research on cross cultural differences in preference for variety is scarce. Such research is important because it addresses a marketing instrument for which substantial cultural variations are to be expected. This paper attempts to highlight relevant literature of the domains of...

Within the customer value literature there is a lacuna of theoretical frameworks and models that underlie consumers’ overall product valuation. This paper addresses this limitation and presents a model integrating consumer values, product benefits, and various costs of consumption. In the...