Google's new “Interest Based Advertising” (IBA) program represents the company's first foray into what is generally called “Online Behavioral Advertising”: In order to deliver more relevant advertising, Google will begin tailoring ads delivered through AdSense on the Google Content...

Unlike many markets where a fierce competition exists between hundreds or, some-times, thousands of competitors, the public services sector (waste management, pro-vision of water, district heating, gas, electricity or public transportation etc) often face quasi-monopoly situations when very few...

Online-Produktbeschreibungen stellen eine immer häufiger genutzte Informati-onsquelle im Rahmen von Kaufentscheidungen dar. Um festzustellen, wie sich Bilder und Power-Wörter, wie z.B. „neu“, auf die Wahrnehmung einer Webseite und das Informationsverhalten der Internetnutzer auswirken,...

In this information laden consumer world, shoppers are increasingly asking for better and newer products. Most of the times, the consumer is more knowledgeable than the store employees. In this background, a successful retailing business requires that a distinct and consistent image be created...

Mergers and acquisitions are tremendously important phenomenon in business not only due to their prevalence but also for the value involved. Among the largest firms in the world whose deals are large enough to be captured in international deal databases, tens of thousands of deals occur each...

Trademark law is incoherent, and it fails to manage all the interests at stake in the modern business environment. This failure flows from a core misunderstanding. Trademark law has not grasped that is managing brands, not trademarks. In this article, Professor Deven Desai develops a new theory...

Consumer behavior is changing due to many factors. In this study an attempt is made to understand the factors which influenced consumers to change the way they buy fruits and vegetables. This study is focused on the consumer behavior during purchase of fruits and vegetables at different branded...

Identification of drivers of new product success and analysis of their relations are very critical for companies to be successful in their core markets. It is agreed in the literature that firm strategy (marketing synergy, technology synergy), process characteristics and product characteristics...

This paper introduces Image Theory to the consumer choice literature. Image theory is a non-normative theory of organizational and individual decision-making. Image theory contends that decisions are made in a two-stage process based on congruence with schematic structures called images. There...

This chapter examines the global marketing environment of today's higher education institutions (HEIs). (Semi) Autonomous HEIs and business schools are increasingly behaving like for-profit organisations as they seek new opportunities and resources to prioritise revenue creation. Therefore, they...