Mit einer fundierten und umfassenden Darstellung des internationalen Marketing-Managements, wendet sich dieses Buch sowohl an Studierende als auch an Praktiker. Es behandelt ausführlich die internationalen Aspekte der Marketing-Planung, des Marketing-Controlling und der Marketing-Organisation...

From the early 1990’s, both the marketing and accounting disciplines have reported insightful and similar developments. In seeking to define and measure the marketing concept, research on ‘market orientation’ has highlighted the need for organization-wide information and action on...

The aim of this paper is to explore how retail store image is perceived by consumers from different cultural backgrounds and with different degrees of awareness and experience of the retailer. The subject is IKEA, a retailer recognized as having a global approach to the markets in which it...

The purpose of this study is to analyze the role of community-based peripheral attribute attractiveness as a mediating variable in relationship of product innovation and consumer purchase intention. Honda motor matic community in Central Java and Yogyakarta used as a sample. Sampling used in...

In today’s digital world, it is impossible to achieve wide scale marketing goals without using modern methodology of integrated marketing communications management. Companies experience increasing influence of consumer-generated content and online reviews. Therefore, the need for specific...

Electronic retail firms experience high customer turnover, frequent customer switching and complaint behavior which can be attributed to their focus on immediate brand sales with minimal focus on customers’ individual personalities and value perception. The study examined the moderating effect...