El imparable crecimiento del intercambio de información en internet ha fomentado que los sitios web comerciales, además de ofrecer información relevante del vendedor (comunicación comercial), comiencen a incluir herramientas de interacción online donde los consumidores comparten sus...

The article presents a model that analyzes the optimal strategy of multi-product firms when consumers are affected by reference prices. Generally, the stronger the consideration of reference prices is, the more intensified the competition is and the lower are the prices and profits. In some...

Based on sample survey of professional and financial service companies in Croatia, in this article, the authors try to analyse their marketing orientation in business practices. With the help of the data they assess the extent of companies’ understanding of usefulness of marketing —...

Loss aversion, the fact that losses have a greater impact than gains, is a fundamental property of behavioral accounts of choice. In this paper, we suggest four possible characterizations of the relative impact of losses and gains: (1) It could be a constant, such as the much cited value of 2,...

The rise of emerging markets not only provides opportunities for business growth but also for academic researchers to explore different paradigms in international marketing activities. This article details a case study of how a Taiwanese mother board company establishes and re-structures...

This paper studies the interaction between ownership structure, taken as a proxy for shareholders’ commitment, and customer satisfaction - the main driver of consumer loyalty - and their impact on a firm’s brand equity. The results show that customer satisfaction has a positive direct effect...

Das 'Herbeisteuern' einer erfolgreichen Entwicklung des Unternehmens in einer zunehmend komplexer werdenden Markt- und Umweltsituation zeigt sich als immer schwieriger. Das Ineinandergreifen unternehmensinterner und -externer Problem- und Wandlungszusammenhaenge kann nicht mehr mit einem strikt...

This paper presents findings from a study investigating a firm’s ethical practices along the value chain. In so doing we attempt to better understand potential relationships between a firm’s ethical stance with its customers and those of its suppliers within a supply chain and identify...

On peut etre fascine par le succes actuel de marques centenaires comme Coca Cola, Levi's ou Hermes, mais les marques sont fragiles, et la perennite des vieilles marques pose la question de leur resistance au temps. Nous allons donc nous interroger dans un premier temps sur le phenomene de...

A fundamental question in pharmaceutical marketing management is: How does the effectiveness of detailing change when additional information on drugs is revealed via patients' experiences during the product lifecycle? To address this question, we develop a model of detailing and prescribing...