This paper examines the key variances in application and strategy between different social media management strategies and its effective marketing. Social media firms have shown a great ability to control the stages in their product life cycles. These practices lead to managers in these firms...

The aim of this paper is to present in a comprehensive and concise manner changes caused by innovations in creative industries, with emphasis on changes caused by disruptive innovations and the importance of managing disruptive changes in creative industries. The first section provides a brief...

From the early 1990’s, both the marketing and accounting disciplines have reported insightful and similar developments. In seeking to define and measure the marketing concept, research on ‘market orientation’ has highlighted the need for organization-wide information and action on...

The aim of this paper is to explore how retail store image is perceived by consumers from different cultural backgrounds and with different degrees of awareness and experience of the retailer. The subject is IKEA, a retailer recognized as having a global approach to the markets in which it...

The purpose of this study is to analyze the role of community-based peripheral attribute attractiveness as a mediating variable in relationship of product innovation and consumer purchase intention. Honda motor matic community in Central Java and Yogyakarta used as a sample. Sampling used in...

In today’s digital world, it is impossible to achieve wide scale marketing goals without using modern methodology of integrated marketing communications management. Companies experience increasing influence of consumer-generated content and online reviews. Therefore, the need for specific...

Das Ziel dieses Artikels ist es, Handlungsoptionen für das Marketing Management im Umgang mit dem Thema Gleichstellung aufzuzeigen. Dazu wird auf Basis einer Literaturanalyse (1998-2018) der Begriff der Gleichstellung im Marketing anhand des Sustainable Development Goals (SDG) 5 eingegrenzt und...