In Romania, small and medium-sized enterprises manifest a certain interest in marketing activities, resulted in the existence of a specific marketing structure in half of them, as attests a survey done on a sample of 140 organizations. This research, focused on understanding the promotional...

We address the effect of contextual consumer loss aversion on firm strategy in imperfect competition. Consumers are fully informed about match value and price at the moment of purchase. However, some consumers are initially uninformed about their tastes and form a reference point consisting of...

Extending the application of marketing science specific concepts and principles in various sectors would not have been possible without their gradual evolution, in terms of customization and differentiation tailored for a specific field. This phenomenon regarding marketing evolution in terms of...

El presente artículo recoge y analiza los resultados de un proyecto de investigación que versa sobre posibles sinergias entre el sector turístico y el sector audiovisual en España. Para ello, a través de la técnica cualitativa de la entrevista en profundidad se ha entrevistado a expertos y...

Purpose of this paper is to offer a pragmatic tool for management and marketing practitioners in small businesses. The name of the tool is Prioritized Action for Marketing Improvements (PAMI). This work gives an overview of marketing and strategy processes in small businesses and a brief...

In the time of globalization, countries, regions and cities which want to take position on the tourist market or to attract investors are faced with increasing competition. Often different counties and cities offer similar investment opportunities, the same living standard, cultural and...

Contemporary business environment, characterized mainly by many, frequent and strong changes, creates new challenges that companies must face. Marketing, one of business functions that is among those most exposed to the market, is therefore forced to conduct changes in its own concept. Because...

Im vorliegenden Beitrag untersuchen wir die organisationsexternen Deutungen einer Arbeitgebermarke vor dem Hintergrund eines interpretativen, relationalen Verstaendnisses von Branding. In einer explorativen Studie auf der Basis von 16 semi-strukturierten Interviews mit potentiellen BewerberInnen...

The basic characteristic of packing is to protect the product from external factors while the product is delivering to consumers. However, recently packing has become an indispensable aspect of marketing. Because, packing is considered as a silent dealer which directly reaches consumers. Packing...

The unraveling argument says that when a rm may produce dierent qualities and quality is unknown to consumers, the rm has an incentive to disclose the private information as in any pool of rms there is a best quality rm and this rm has an incentive to disclose. Recent literature has established...