The answers to the question of how to build a user's loyalty have become the most desirable knowledge to academics and practitioners, when the competitions turn drastic among social network sites. This article proposes a new model to investigate the influential factors of the user's cognitive...

Der Artikel verbindet Ergebnisse der Lebensstilforschung mit den moraltheoretischen Voraussetzungen einer Verantwortung von Konsumenten als integraler Bestandteil der Wirtschaftsethik. Die Bedeutung von Schichtfaktoren wie Einkommen und Bildung sowie Grundorientierungen der sozialen Milieus in...

Third-party cookies and related 'offsite' tracking technologies are frequently used to share user data across applications in support of ad delivery. These data are viewed as highly valuable for online advertisers, but their usage faces increasing headwinds. In this paper, we quantify the...

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, <i>The History of Marketing Science</i> is a timely review of the...

The aim of the article was to draw attention to the significance of one of the forms of non-price competition, which is creation of a strong brand. As the modern buyer pays more attention to branded products, the building and strengthening of global brands has become a primary objective of the...

The following sections are included:IntroductionBirthDeathResurrection?AcknowledgmentsReferences

The following sections are included:IntroductionImmediate market responseLonger-term market response to promotionsRetailer response to trade promotionsPromotion planning, optimization, and targetingDirections for future researchReferences

The following sections are included:IntroductionThe evolution of innovation diffusion researchWhat is next?References

The following sections are included:IntroductionFrameworkHistorical development of the components of CRMAn illustrative history of CRM applicationsSummary and what nextReferences