A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of measures of the variables with which marketers work. Colombian companies are using adapted tools from original English language found freely on...

Electronic retail firms experience high customer turnover, frequent customer switching and complaint behavior which can be attributed to their focus on immediate brand sales with minimal focus on customers’ individual personalities and value perception. The study examined the moderating effect...

Das Ziel dieses Artikels ist es, Handlungsoptionen für das Marketing Management im Umgang mit dem Thema Gleichstellung aufzuzeigen. Dazu wird auf Basis einer Literaturanalyse (1998-2018) der Begriff der Gleichstellung im Marketing anhand des Sustainable Development Goals (SDG) 5 eingegrenzt und...