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...

In this paper the authors introduce a specific application of competence marketing: a model adapted for place-, regional-, settlement- and community-marketing. This work is based on previous research programs carried out for several years and practical experience. The paper deals with...

Intense competition in the retail sector in Hungary requires the better understanding of consumer store choice. Our objectives were to identify the significant influencers of consumer satisfaction and the purchasing power (basket size), and to analyze the potential relationship between...

Growing global social and environmental problems draw attention to rethinking traditional marketing approaches. There are many signs of social and environmentally conscious marketing being now rediscovered. The main objectives of our comprehensive research project on social marketing were to...

Social marketing is a relatively young marketing approach in Hungary in spite of the fact that the country is now facing many social and environmental problems. Therefore, a comprehensive research on social marketing issues was required to identify the major social and environmental issues in...

The level of environmentally conscious behaviour (ECB) in Hungary is still low. In order to increase environmental consciousness in Hungary, ECB must be analysed and understood. Our hypothetical model of ECB was developed on the theory of planned behaviour. After testing our model we found that...

International competitiveness of countries and corporations is the function of their knowledge-based economic performance. Economic positions among countries and inside countries are redistributed on the grounds of success or failure in knowledge based economic activities. It is not a...

Our paper summarizes several years' research experience in the field of customer satisfaction management. The key statement in our paper is that there is a need for further developing the classical customer orientation theory and the corporate practice based upon it. Moreover, there is a need...

Analysis of factors influencing market success of corporate innovations is a popular topic both in the international and the Hungarian literature. Identification of drivers of new product success and analysis of their relations are very critical for the companies to be successful in their core...