This paper deals with the question of how research on marketing issues in Central and Eastern Europe (CEE) can contribute to the international marketing theory. Regional studies provide valuable insights into business environments, marketing systems and practices in specific countries and...

In this paper we have tried to overcome the structural and semantic complexity in the specification the term "value" in marketing. Blurring the severity definitions of "value" lead to violations of the integrity and completeness of scientific knowledge in marketing theory. Desk research allowed...

American Marketing Association has updated its marketing definition, including value and customer relationships in the new definition. In the present article the underpinning logic of the updated definition is analysed. It is concluded that although it still dominates the management and...

Marketing is in a continuous development theoretically and practically, under the influence of a extremely dynamic and competitive global environment. Year by year, marketing budgets, regardless of the field of activity, grow, strengthening the statement of Robert Louis Stevenson:'' everybody...

Information regarding the Islamic perspective on marketing is still lacking in mainstream literature. The present work aims to assemble the theoretical foundations of Islamic marketing thought in relation to the modern marketing paradigm. The paper highlights the opportunity costs involved with...

Researchers have spent almost 50years developing, refining and applying the NBD-Dirichlet in repeat purchase markets, in particular with extensive replication of the Goodhardt, Ehrenberg, and Chatfield (1984) model. Recent research that employs a double jeopardy (DJ) line appears to have...

Trust research is traditionally found in marketing, economics, psychology, sociology and organisational behaviour literatures. Complexity theory provides an alternative lens through which to conceptualise trust. Three complexity theories (adaptation, self-organisation and self-organised...

The discussion of a service-dominant logic has made the findings of decades of service marketing research a topic of interest for marketing at large. Some fundamental aspects of the logic such as value creation and its marketing implications are more complex than they have been treated as so far...

For every new product and service entrant, there are usually many incumbents who must defend their positions in the market. Hence, defensive strategy is as least as critical as new-product strategy. Our 1983 article argued that defensive strategy critically depends on the distribution of buyer...

There are many critical concerns (including the accounting for endogeneity) when one is properly estimating response functions. However, it is sometimes (certainly not always) better to leave some variables exogenous when building mathematical models intended to help decision makers. The...