This paper analyzed the measurement and the classification of marketing capabilities of China’s agricultural science and technology enterprises. According to the existing literatures, the scale of marketing capability is developed. With using of the first-hand data of 268 China’s...

Prior studies intensively rely on lifestyle segmentation to investigate the patterns of purchase and consumption decisions. However, the literature does not specifically relate lifestyle profiles with the types of consumer decisions (i.e., purchasing vs. consumption decisions). Therefore, this...

The aim of the study is to explore how geomarketing becomes a key element in managing the business model (BM) of an established retailer on the food market. The survey sample comprised 244 stores, whose managers were questioned by means of a semi-structured interview in 2021. Cluster analysis...

At the global level the events industry is developing and it is directly connected with sustainable development of communities in each country. Festivals are perceived nowadays as an important part of cultural and leisure attractiveness of destinations. Festivals as major events have the power...

Das Ziel der Studie lag darin, den in den Firmen des WestmecklenburgischenKunststoffverbandes anzutreffenden aktuellen Zustands des Marketings zuerfragen und zu erfassen. Dieser Ausgangszustand wurde mit dem Begriff des Marketingniveausbezeichnet. Die Kenntnis des Marketingniveaus in den Firmen...

In this article we put forward a model where aggregate sales are a function of the online search of potential consumers at many locations. We argue that a location may be influential because of its power to drive aggregate sales and this power may be dynamic and evolving in time. Second, the...

Technology has changed company activity. It has equipped companies with elements which give them better and greater knowledge of their target audiences and clients. Within the commercial scope of organizations, it is important to understand which factors explain the use of technology. In this...

Discovering the preferences and the behaviour of consumers is a key challenge in marketing. Information about such topics can be gathered through surveys in which the respondents must assign a score to a number of items. In this article we suggest a strategy to analyze such data and achieve this...