The aim of this study is to examine consumer house-buying behavior from the consumers’ perspective. In view of the existing literature exploring consumer decision making, the purpose of this research was threefold: (a) to propose a conceptual model of consumer decision making within the frame...

Este artículo presenta los resultados de una investigación cualitativa que pretendecomprender cómo es el comportamiento del consumidor adolescente y su relación con lamoda en el ambiente de los centros comerciales. Específicamente, se describe el uso delvestuario por parte del adolescente...

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, <i>The History of Marketing Science</i> is a timely review of the...

Value creation for customers in the form of experiences has been gaining attention remarkably. Great customer experiences could fuel surprising wow moments of truth, or perhaps magic moment. In fact, customer experience is destined to act as the tool for differentiation strategy. Quality...

The article studies the additional multiplier effects, which the economic system can receive from the realization of a sound innovation policy, which should be considered during the assessment of microeconomic indicators of the economic growth. The methodology for the structuring of the NDP...

Digital Media has gained importance over the years, around the world. It has created impact in Pakistan too. This paper draws comparison in usage and impact of Digital Media in developed worlds with Pakistan and identifies the flaws, the potential and scope of digital media in Pakistan. Pakistan...

The purpose of this study is to establish the key elements of brand equity for international students by exploring existing brand equity theory in its applicability to international higher education (HE). The main objective of this research is to enhance academic understanding of brand equity in...

An article about the transformation of the forms and methods of marketing in the context of the global economic crisis. The extensive development of e-commerce has led to the emergence of new forms of virtual sales and globalization of marketing. The author analyzes the changes taking place in...

Article on the impact of the crisis in the global economy on marketing strategy in Russia. The author substantiates the thesis of the decline in the value of methods of promoting the marketing mix and a gradual return to the dominance of the marketing concept of the distribution.

The article discusses the features of communication policy in marketing. The author analyzes the objectives, functions and structural elements of communication policy as a tool to promote the products in the consumer market. Particular attention is paid to the practical use of marketing...