The firms in this model set non-binding list prices before competing for buyers by non-cooperatively granting discounts. Each firm has an incentive to set a high list price if, for example, the customers anchor their willingness-to-pay on the list price. However, list price competition occurs if...

Visitors to events attach great importance to the range of artists and their performances and the quality of their stay and services. To create a staging and, consequently, an emotionalization of the visitor, many action areas simultaneously take effect at an event. In this context, the customer...

Digitalization is very important for every company in today's fierce competition. The development of Information Technologies has helped companies change means of reaching their clients and changing their working practices. The paper tries to assess digital marketing (DM) and digital...

The study aimed to investigate the impact of social media marketing on purchase intention among consumers in Kosovo as a transition economy. The survey research has been conducted with a sample of 334 respondents in Kosovo, using an online survey tool for response collection. Structural equation...

The objective of the research was to map the most important global megatrends affecting the business and marketing environment and to analyze and understand how the changed environment will affect the practice and performance of marketing communication in the next decade. For identifying the...