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We analyze how market-level characteristics affect the marketing-sales relationship within a departmentalized firm. We consider a firm where the sales department sets the price while the marketing department decides about investments into brand-building. We show that if the sales department's...
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The study analyzes the fundamentals of effective Media Relations. The emphasis is on the specifics of the Czech environment. The study attempts to analyze the perspective of journalists and the corresponding perspective of organizations. Based on these assumptions, concrete guidelines for...
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This paper investigates whether the current economic slowdown in the four CEE countries was accompanied by strong growth of private-label share as the theory suggests. Unexpectedly, based on the data of Nielsen Retail Measurement Service, we prove that the private-label share grew relatively...
Persistent link: https://www.econbiz.de/10011070675
Many studies show that marketing has recently lost its strategic position within companies. Customer Lifetime Value represents a relatively new approach to reestablishing marketing´s position as the core management instrument in market driven companies. The main goal of this paper is to...
Persistent link: https://www.econbiz.de/10011195428