Vernetzungschancen im Marketing.[...] …

In this paper the importance of word of mouth for marketing management in the twenty-first century will be discussed …. After a short introduction, there will be a focus on the demarcations and problems of traditional marketing. Then, in the … third section, word of mouth (WOM) and word-of-mouth marketing (WOMM) as a "new" standard in modern marketing are described …

With the increasing usage of digital media by consumers, more companies are using digital marketing to reach their … target markets. The purpose of this study is to examine various marketing strategies that are commonly used in digital media … been little academic research focused on what types of digital marketing strategies are preferred by Millennials and which …

research questions of this study. The findings of this research have important implications for marketing policies of firms …

market orientation and marketing actions. The aim of this study was to investigate the process of marketing orientation … because of their adoption of a marketing orientation. For research purposes authors used theoretical concepts that … characterize marketing orientation using five attributes: customer orientation, integrated marketing functions, marketing …

marketing mix strategies of product, price, place and promotion used by the hotel industry in these turbulent times to reduce … decreasing occupancy rates. A survey was undertaken among 75 Marketing Managers of the hotel industry in Mauritius. As this is an … exploratory study, the survey enabled the researcher to probe into the marketing mix strategies used by hotels during the economic …

judgments lead to intentions, and behavior. Furthermore, marketing activities create positive, e.g., ethical, or negative, e … firms' marketing strategy and to clarify prior findings of these somewhat inconsistent results of gender differences toward … marketing ethics. Two propositions are presented with each under different cues and intensiveness levels. The conclusion is that …