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 sowie das Human Resources Management. Auch die Marktforschung auf …

variable in relationship of product innovation and consumer purchase intention. Honda motor matic community in Central Java and … attractiveness has significant role to mediate relationship of product innovation and consumer purchase intention. …

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 tools and methodology of integrated marketing communications management …

a significant influence on innovation, but no direct effect on performance. This suggests that beef producers should …

judged by individual performance on a scale to measure cognitive style. Effie Awards were not associated with innovation in …

product categories. Together, these findings challenge traditional conceptualizations of innovation adoption decision making … and suggest that cognitive models alone are insufficient to explain innovation adoption decisions. The second essay …

organizational innovation-based competitive strategy. The paper contributes to the strategic marketing theory by developing and …It has been argued that a firm's capacity to learn from its market is a source of both innovation and competitive … potential to contribute to competitive advantage. Prior innovation research has been biased toward technological innovation …

Researchers have pointed to the dearth of innovation studies in the services sector relative to manufacturing (Prajogo … this paper, we offer a comprehensive framework for researching innovation in hospitality that comprises drivers of … innovation, innovation outputs, and their connections with business performance. The framework synthesizes the research in the …