Prior research has shown that early development of marketing capabilities enable firms to achieve competitive advantage. The entrepreneurial orientation of the firm acts as a catalyst and impacts the market orientation and the marketing capabilities of the firm in a positive way. A high level of...

This paper examines the importance of two resources, namely a market orientation and an entrepreneurial orientation, in new product development and satisfaction with firm performance among direct and alternative marketers. Using a partial least squares structural equation model and data from a...

Das zunehmende Interesse an der Analyse dynamischer Prozesse und die sich ständig verbessernde Verfügbarkeit der zu ihrer Untersuchung notwenigen Datensätze lassen die Frage nach geeigneten Verfahren aufkommen. Traditionelle Methoden wie logistische und lineare Regression sind entweder nicht...

The Super Bowl is one of the highest profile sporting events in the USA. Each year, over 100 million American consumers watch the Super Bowl. Its popularity is driving marketing forces such as TV commercials, corporate sponsorship, publicity, social media, entertainment and economic activities...

According to the specific nature of tourism products and services, the marketing of destinations includes many features which are not shown in the company marketing in another industry. In contrast to physical products, a service product cannot be tested before it is purchased due to...

In meinem Aufsatz "Ein System zur IST-SOLL-Abweichurigs-Ursachenanalyse von Erlösen" und in meiner Entgegnung auf einen Diskussionsbeitrag von Powelz dazu habe ich in dieser Zeitschrift die These vertreten, daß die durch die traditionelle Erlös-Abweichungsanalyse errechneten Preis- und...

Introduction -- Killing marketing -- Return on audience -- Media marketing -- The revenue model -- The media marketing savings model -- First steps on the road to killing marketing -- The one media model -- Today: the beginning -- What now: lessons learned along the transformation -- The future...

Initiating the marketing process -- Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Appendix A: Building an effective marketing plan -- Understanding the marketing environment, ethical behavior, and social...

Introduction: how has marketing changed? -- Postmodern marketing and beyond -- Building brand cultures -- Gender, feminism and consumer behaviour -- Psychoanalysis in marketing theory and practice -- The ethics of marketing management -- Ethical consumers and the moralised brandscape --...

Origination: the geographies of brands and branding / Andy Pike -- The state branding of U.S. postage stamps for state commemorative years : from heritage, iconography and place to placelessness / Stanley D. Brunn -- Ghostly cities : some notes on urban branding and the imagining of places /...

Psychology and marketing: a dynamic relationship -- Motivation -- Perception -- Learning -- Decision making -- Consumer attitudes -- Personality and the self-concept -- Social influence -- References -- Index

Introduction and theoretical background -- The changing landscape of young consumer behaviour -- Young consumers as individuals -- Children's consumer perception -- Learning and consumer socialization in children -- Young consumers' motivation and involvement : uses and gratifications...