Sustainability of companies in modern market conditions greately depends on the knowledge. In order to improve their business processes and satisfy the needs of their customers, managers have to rely on new marketing knowledge, especially in new sectors such as bioeconomy. The aim of this paper...

Marketing segmentation is one of the key strategic elements in marketing planning that helps identifying key consumer groups and their characteristics and enables the adaptation of marketing strategies to different target consumers. The aim of this paper is paper aims to segment classic theatre...

In Hungary, a growing number of consumers have recently recognized the importance of healthy eating habits in disease prevention. As health is one of the most important terminal values of Hungarian consumers, functional foods are likely to have a bright future and their market is expected to...

Much significant research has been done to shed light on discrimination of females in, for example, labor markets. Less is known, in contrast, about the amount of discrimination in the virtual world of online gaming. In an early study, Castronova (2004) finds that female avatars receive about...

In recent years, with the movement of vacation planning to the online setting, a segment that has emerged is the vacation rental-by-owner lodging market. Vacation property owners are now often renting their property on their own through the virtual marketplace. Accordingly, this study proposes...

The optimal control problem of determining advertising efforts for a seasonal good in a heterogeneous market is considered. We characterize optimal advertising exposures under different conditions: the general situation in which several wide-spectrum media are available, under the assumption of...

Although there has been considerable academic work focusing on discovering and characterizing the Green Consumer - or more correctly, those espousing “Green” attitudes - there is considerably less academic interest in understanding the segment characteristics of consumers with varying...

Recent advances in intelligent pricing softwares have created numerous opportunities for retailers to turn customer information into additional profits through targeted pricing: charging different prices to different market segments directly or indirectly based on customer demographics. However,...