Digital marketing has changed the nature of company-to-customer communication. With rising information overload and reduced decision-making time, touchpoints have gained additional importance by yielding customer loyalty. Yet the existing digital marketing tools have failed to keep pace with...

For the last several decades, global airline alliances have ensured their market presence in the aviation industry. Scholars have focused on the effects of alliance affiliation for airlines and what the competitive advantages of alliances are. However, these issues have been discussed in...

Online applications and services automate communications and transactions between firms and consumers, promising large efficiency gains. However, consumers have been slow to use these online technologies intensively, despite widespread adoption of the internet. Customers frequently undergo a...

This paper aims at presenting an in-depth review of the new economic relationships associated with the advent of e-commerce in the daily lives of consumers in Bulgaria, which greatly contributes to change and adapt to the modern business environment as well as to the new processes. In the paper...

Internal market structure analysis infers both brand attributes and consumer preferences for those attributes from preference or choice data. The authors exploit a new method for estimating probit models from panel data to infer market structures that can be displayed in few dimensions, even...

Article is devoted to the continuation of the study hypotheses on the relationship between marketing and life cycle of a small business. Some results of studies of small innovative companies in the Russian Federation: Moscow and St. Petersburg, Moscow, Novgorod, Novosibirsk, Sverdlovsk, Tomsk,...

Article is devoted to marketing innovation in small business. The article notes the lack of marketing in small business. Indicates the focus on turning a small business into a major consumer of innovations. The necessity of state support for the creation of marketing.

Much debate exists around the impact that illegal file sharing may have on the creative industries. Similarly, opinions differ regarding whether the producers of artistic works should be forced to accept any weakening of intellectual property rights resulting from illegal file sharing, or if...

Le groupe Unilever est le n° 2 mondial de la vente de produits de consommation courante, derrière Procter & Gamble. Il détient un grand nombre de marques leaders dans les secteurs de l’agroalimentaire, des cosmétiques et des produits d’entretien. Le cas insiste sur la nature...

L’objectif de cette communication est d’étudier la localisation des unités des réseaux de distribution. Le choix d’une zone d’implantation dépendant fortement de la localisation des concurrents, la localisation est ici appréhendée comme un mouvement concurrentiel. Pour chacune de...