This paper develops a model for measuring the effects of sales promotion on purchase event feedback. The model directly assesses the extent to which promotion purchases contribute differently than non-promotion purchases to the dynamic component of Guadagni and Little's (1983) "brand loyalty"...

"This book explores the latest promotional trends, business models, and challenges within the luxury goods market, focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building"--

"Marketing for Growth is a guide to how the marketing function within a business can and should become its most important driver of growth. Marketers play a crucial role in generating revenue and they can plan an equally important role in how revenues translate into profit"--

Männer und Frauen sind unterschiedlich und handeln unterschiedlich. Diese Erkenntnis bildet das Fundament des Gender Marketing, das sowohl in der Theorie als auch in der Praxis zunehmend an Bedeutung gewinnt. Eine erfolgreiche Umsetzung dieser Disziplin ist für Unter-nehmen eine wichtige...

Although coordination of wage bargaining probably affects entry barriers and competition in product markets, research on price determination has typically not considered such factors. In this paper the price markup depends on coordination and is estimated on a panel of 15 OECD countries. The...

Although coordination of wage bargaining probably affects entry barriers and competition in product markets, research on price determination has typically not considered such factors. We argue that the price markup depends on wage setting institutions and present empirical evidence in form of...

Die Prozessorientierung des Pricings rückte in den letzten Jahren verstärkt in den Fokus der wissenschaftlichen Diskussion; ferner wurden auch in Unternehmen verstärkt die Pricing-Prozesse überprüft. Im Mittelpunkt steht vielfach nicht mehr die klassische Preisoptimierung, sondern eine...