Social marketing is a relatively young marketing approach in Hungary in spite of the fact that the country is now facing many social and environmental problems. Therefore, a comprehensive research on social marketing issues was required to identify the major social and environmental issues in...

Intense competition in the retail sector in Hungary requires the better understanding of consumer store choice. Our objectives were to identify the significant influencers of consumer satisfaction and the purchasing power (basket size), and to analyze the potential relationship between...

The level of environmentally conscious behaviour (ECB) in Hungary is still low. In order to increase environmental consciousness in Hungary, ECB must be analysed and understood. Our hypothetical model of ECB was developed on the theory of planned behaviour. After testing our model we found that...

International competitiveness of countries and corporations is the function of their knowledge-based economic performance. Economic positions among countries and inside countries are redistributed on the grounds of success or failure in knowledge based economic activities. It is not a...

Analysis of factors influencing market success of corporate innovations is a popular topic both in the international and the Hungarian literature. Identification of drivers of new product success and analysis of their relations are very critical for the companies to be successful in their core...

The past year has brought drastic changes to the European energy market. With recent dramatic increases in energy prices, it is of the utmost importance that residential users significantly increase their use of renewable energy. The aim of our study is to understand the complex psychological...

The practice of marketing has significantly changed among companies operating in Hungary since the economic transition with new emphasis, marketing activities and expectations have been emerged. This paper analyzes the role and significance of marketing in corporate practices; undercover the...

In Hungary, a growing number of consumers have recently recognized the importance of healthy eating habits in disease prevention. As health is one of the most important terminal values of Hungarian consumers, functional foods are likely to have a bright future and their market is expected to...