The place marketing concept is one of the popular concepts to analyze and promote countries, regions, cities and towns. The intensification of competition for investment, tourism and human resources among European cities and towns has increased the importance of being unique. Consequently this...

In the rural areas where there is an economic potential clearly defined by the agricultural or commercial activities, tourism is the business key within reach. Under the circumstances, the socio-economic reflex takes the form of developing projects for tourist services, especially in the places...

The demand for fast-moving consumer goods (FMCG) is increasing day by day. Today we are witnessing a lot of brands of FMCG products in the Indian market. But the question is how much these brands are satisfying the customers' needs in the Indian market. Keeping this point in view, the paper...

Although the concept of public and nonprofit marketing concept was initially criticized in the marketing literature as confusing, it eventually became widely embraced by marketing scholars. Marketing scholars agreed that by the end of the 1970s there was no longer any serious controversy among...

Growing global social and environmental problems draw attention to rethinking traditional marketing approaches. There are many signs of social and environmentally conscious marketing being now rediscovered. The main objectives of our comprehensive research project on social marketing were to...

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...

Do countries adopt legal rules due to independent, top-down processes, or, do laws spread among nations in a manner that resembles the diffusion of new products and innovations in a social network? We empirically examine this question by employing an influential mathematical model based on...

The need for a more sustainable lifestyle is a key focus for several countries. Using a questionnaire survey conducted in Hungary, this paper examines how culture influences environmentally conscious behaviour. Having investigated the direct impact of Hofstede's cultural dimensions on...

Emerging markets (EMs) collectively represent more than half of the world population with rapidly increasing purchasing power. In spite of recent advances, consumer research of EMs is limited in scope and concept development and thus inadequately reflects EM realities in comparison with theories...

Esports organisations and athletes, being participants of an attention-driven market, are constantly discussed, compared and evaluated by spectators in a cross-media-based process on such platforms as Twitch, Reddit and others. In this work, we discuss an approach to analyse valuation practices...