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...

Tourism is the most powerful initiator of activities in Croatia and one of the strongest in the world. Despite the worldwide crises, the number of tourists is increasing every year and the competition among tourism entrepreneurs is getting tougher. There is a constant struggle for every...

The Internet has changed the whole world through its scale and accessibility. Even if the information can be found easier than ever, it triggers a whole series of effects on many aspects of modern life as well as in a wide range of domains. Marketing is directly influenced by the Internet which...

This paper aims to determine how using sexualised images in advertisements influences the attention and preference of consumers with a modern attitude towards gender stereotypes. This research used a methodological approach based on eye tracking of the perception of advertising images - an...

This paper aims to determine how using sexualised images in advertisements influences the attention and preference of consumers with a modern attitude towards gender stereotypes. This research used a methodological approach based on eye tracking of the perception of advertising images - an...

In the article is presented the case of trust-based marketing of over-the-counter (OTC) medicines. The relationship between the hypotheses was tested by means of structural equation modelling. The results of the first model show that the predictor variable (consumer satisfaction with safety and...

This paper examines the level of IT usage by companies in the Albanian commercial centers. The paper provides an discussion of the relevant literature on the importance of adapting information technology (IT) by entrepreneurships in a given country. Specific application to some specific...

In the article is presented the case of trust-based marketing of over-the-counter (OTC) medicines. The relationship between the hypotheses was tested by means of structural equation modelling. The results of the first model show that the predictor variable (consumer satisfaction with safety and...

After years of stagnancy, PLS path modeling has recently attracted renewed interest from applied researchers in marketing. At the same time, the availability of software alternatives to Lohmöllers LVPLS package has considerably increased (PLS-Graph, PLS-GUI, SPAD-PLS, SmartPLS). To help the...

Das Ziel der Studie lag darin, den in den Firmen des WestmecklenburgischenKunststoffverbandes anzutreffenden aktuellen Zustands des Marketings zuerfragen und zu erfassen. Dieser Ausgangszustand wurde mit dem Begriff des Marketingniveausbezeichnet. Die Kenntnis des Marketingniveaus in den Firmen...