Der Einzelhandel nutzt zwar schon seit langem die Moeglichkeiten der Warenbeschaffung im Ausland. Auf der Absatzseite hat man sich jedoch auf nationale oder auf regionale Maerkte konzentriert. Gedraengt von der Wachstums- und Ertragsschwaeche daheim nutzen die Einzelhandelsunternehmen nun ihre...

In the insurance industry there is a new way of thinking which determined the passage from transactional marketing to a holistic marketing concept. In this paper five key elements of holistic marketing are presented: relationship marketing, integrated mar

Today’s global food production and consumption often stand in sharp contrast to the objectives of sustainable development. Sustainable food products, characterised by higher environmental or ethical standards than conventional equivalents, are therefore an essential mean of addressing this...

To examine cross-country diffusion of new products, marketing researchers have to rely on a multivariate product growth model. We put forward such a model, and show that it is a natural extension of the original Bass (1969) model. We contrast our model with currently in use multivariate models...

Perceptions of international trade barriers are important in the decision of firms to export.This study makes an empirical analysis of the perceptions with respect a particular sector. Two industrial hubs (locations) were chosen. The perceptions of the firms were very different in the two...

Globalization and its effect on business continue to propel firms to look beyond local markets for opportunities for market development and as a source of growth. However, Cultural differences in various markets continue to exert enormous pressure on international market operations as a result...

A decade of work in marketing meta-analysis has produced empirical generalizations concerning parameters in models of advertising, price, diffusion, and consumer behavior. Results from these meta-analyses should replace the now discredited zero null hypotheses of such parameters in future work....

The chapter , apart from the introduction and conclusions, is divided into three main parts, that is methodology, literature review as well as results and discussion. The analytical and empirical part, including results, discussions and implications, consists of three following subdivisions:...