Market segmentation has always had a very important place in the marketing literature. Besides being one of the ways of operationalizing the marketing concept, market segmentation provides effective guidelines for firms’ marketing strategy development and resource allocation among their...

In the light of increased competition and introduction of advanced technologies into financial service sectors, financial institutions felt the need to apply marketing concepts and techniques. In particular, assessment and understanding of credit card customers′ needs and wants have become...

The objective of this paper is to investigate product‐country images, lifestyles and ethnocentric behaviors of Turkish consumers and provide suggestions to the marketers about the implications of the study results. Data for the study were collected through personal interviews in the fifth...

Purpose: The purpose of this paper is to assess the robustness of the three (Bowersox and Daugherty, 1987) dimensions (process, market and information strategies) of logistics strategy in a Chinese manufacturing environment. In addition, the impact of the three dimensions, coordination and...

Purpose: Online social media has become an important marketing communication tool for entrepreneurs and their customers because of its ability to simplify various constraints in the communication process. Online social media allows entrepreneurs to access customers, suppliers, partners and...