Ein Lehr- und Lernbuch im klassischen Sinne, das Marketing konsequent aus der Management-Perspektive betrachtet. Es folgt der üblichen Anlage von Marketing-Lehrplänen aller Art. Wodurch hebt sich dieses Buch von der Landschaft ab? Zunächst einmal besticht der didaktische Aufbau, klare...

Purpose: While product scandals generate many negative headlines, the extent of their impact on the scandalized brands’ equity remains unclear. Research findings are mixed. This might be because of the limitations of existing measurement approaches when investigating the effects of real...

Purpose – Given the ongoing globalization debate and lack of agreement about whether consumer cultures are predominantly globalizing, glocalizing, or localizing, the purpose of this paper is to propose a conceptual framework designed to help clarify discussion and facilitate theoretical...