The purpose of this study is to establish the key elements of brand equity for international students by exploring existing brand equity theory in its applicability to international higher education (HE). The main objective of this research is to enhance academic understanding of brand equity in...

An article about the transformation of the forms and methods of marketing in the context of the global economic crisis. The extensive development of e-commerce has led to the emergence of new forms of virtual sales and globalization of marketing. The author analyzes the changes taking place in...

Article on the impact of the crisis in the global economy on marketing strategy in Russia. The author substantiates the thesis of the decline in the value of methods of promoting the marketing mix and a gradual return to the dominance of the marketing concept of the distribution.

The article discusses the features of communication policy in marketing. The author analyzes the objectives, functions and structural elements of communication policy as a tool to promote the products in the consumer market. Particular attention is paid to the practical use of marketing...

The article discusses the features of marketing planning through the use of the concept of «4P». The author analyzes the objectives, functions and structural elements of the concept of «4P» as a tool for marketing planning with the promotion of goods in the consumer market. Particular...

The article discusses the features of product policy in marketing. The author analyzes the objectives, functions and structural elements of product policy as a tool to promote the products in the consumer market. Particular attention is paid to the practical implementation of product policy in...

The traditional family life cycle model explains the consumption behavior of individuals and households during a set of temporal periods in consumers’ lives. Yet, these seemingly distinct periods in one’s life may overlook times at which considerable consumer activity takes place,...

The traditional family life cycle model explains the consumption behavior of individuals and households during a set of temporal periods in consumers’ lives. Yet, these seemingly distinct periods in one’s life may overlook times at which considerable consumer activity takes place,...

This research investigates environmental attitudes among consumers in three countries: The United States of America, Kuwait and Turkey. The choice of the three countries is based on levels of income and economic development. The focus of this study is exploring characteristics of consumers...

The proliferation of the Internet and the latest mobile communication technologies have given rise to new forms of communication that made it easier for sellers as well as consumers to communicate and conduct business in real time and in virtual space with manufacturers, retailers or among each...