| A Comprehensive Look at Luxury Brand Marketing Research from 2000 to 2016: A Bibliometric Study and Content Analysis |
| The purpose of this study is to examine how scholarly research on luxury brand mar-
keting has evolved in the twenty-first century. This literature review focuses on 242
articles related to luxury (...) |
 |
| A literature review on entrepreneurship at the Base-of-the-Pyramid: how B2B entrepreneurs make a difference in customer communication and CRM |
| Entrepreneurial activities provide impoverished individuals with opportunities for participation by
means of employment, education, capacity and business building. This literature review focuses on (...) |
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| Alle reden von Kundenzufriedenheit ? keiner kennt sie |
| Möglichkeiten eines konsequenten Qualitätsmanagements für die Kanzlei |
| Gewinn durch zufriedene Kunden gilt heute allgemein als das Ziel marktorientierter Unternehmensführung. Fast alle Qualitätsmodelle definieren ausdrücklich die Kundenzufriedenheit als ein (...) |
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| An Internet-Based Approach to Environmental Scanning in Marketing Planning |
| This paper introduces a new approach for autonomous internet-based environmental
scanning, which combines concept of weak signals with ?information foraging (...) |
|
| Bestimmung und Analyse der Efolgsfaktoren von Marketing-Events anhand des Beispiels DFB-adidas-Cup |
| Vor dem Hintergrund einschneidender Veränderungsprozesse in der Marketing-Kommunikation hat sich mit dem Event-Marketing ein innovatives Kommunikationsinstrument herausgebildet, das - sofern man die (...) |
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| Big Data Analytics and Firm Performance: A Systematic Review |
| The literature on big data analytics and firm performance is still fragmented and lacking in attempts to integrate the current studies? results. This study aims to provide a systematic review of (...) |
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| Big Data Analytics and Firm Performance: A Systematic Review |
| The literature on big data analytics and firm performance is still fragmented and lacking in
attempts to integrate the current studies? results. This study aims to provide a systematic review (...) |
|
| Bittsteller oder König? Der Kunde in der Telekommunikationsbranche |
| Ergebnisse einer Mystery-Shopping-Studie |
| ?Die Gesprächsminute, die SMS oder ein Kilobyte Daten gibt es bei allen Anbietern in mehr oder weniger der gleichen Qualität.? (Knop (2012)). Dies stellte der deutsche E-Plus-Chef Thorsten Dirks 2012 (...) |
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| Classification in Marketing Science |
| This paper explores the role of clustering and classification methods in
marketing beyond the prominent application of market segmentation (cf. Data analysis and decision support, Springer, Berlin, (...) |
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| Classifying Contemporary Marketing Practices |
| This paper introduces a finite-mixture version of the adjacent-category logit model
for the classification of companies with respect to their marketing practices. The classification
results are (...) |
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| Co-creation of value in the digital age: disruption management in B2B and B2G relationships |
| Internet of Things (IoT) research investigates the idea that a wide array of devices can be interconnected
to enable these entities to be located, identified, and even operated without any human (...) |
|
| Common and Contradictory Motivations in Buying Intentions for Green and Luxury Automobiles |
| Luxury is often blamed for creating social inequality and hampering sustainability,
especially in the social and environmental realms. For instance, luxury goods entice people to
conspicuous (...) |
|
| Contemporary Marketing Practices in Russia |
| This study investigates the validity of the relationship paradigm in contrast with the
marketing-mix paradigm with respect to modern Russian markets. Moreover, the specifics of Russian
marketing (...) |
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| Contemporary Marketing Practices in Russia. European Journal of Marketing |
| This study investigates the validity of the relationship paradigm in contrast with the
marketing-mix paradigm with respect to modern Russian markets. Moreover, the specifics of Russian
marketing (...) |
|
| Countering Negotiation Power Asymmetries with the Adjusted Winner Algorithm? |
| Despite considerable interest in the improvement of negotiation results, commercial
negotiations rarely follow formal negotiation procedures. This study investigates the
relationship between (...) |
|
| Cross-Cultural Variations in Consumer Behavior: A Literature Review of International Studies |
| This study presents a review of 85 peer-reviewed publications of cross-cultural variations in consumer behavior. The objectives of this study are to systemize conceptual and methodological approaches (...) |
|
| Cultural adaption of hypermedia: A contemporary state of the art of industrial practice and improvements by multi-trees |
| Culturally adapted hypermedia design attracts increasing scientific attention. Complementing the conventional
human-computer interaction studies we investigate the current state of companies? (...) |
|
| Detecting, Assessing, and Monitoring Relevant Topics in Virtual Information Environments |
| The ability to assess the relevance of topics and related sources in information-rich environments is a key to success when
scanning business environments. This paper introduces a hybrid system to (...) |
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| Direktmarketing in Russland: Der Schlüssel zu den russischen Wachstumsmärkten? |
| Die Märkte im Osten Europas boomen, während die westeuropäischen Märkte nur zaghaft wachsen und in den USA sogar eine Stagnation der Nachfrage in vielen Branchen nicht auszuschließen ist. (...) |
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| Durch Einbeziehung der Vertriebsmitarbeiter führen Kundenzufriedenheits-Analysen bei Energieversorgern/Stadtwerken zum Erfolg |
| Ertrag durch zufriedene Kunden gilt heute allgemein als das Ziel marktorientierter Unternehmensführung. Fast alle Qualitätsmodelle definieren ausdrücklich die Kun-denzufriedenheit als ein (...) |
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| Durch Einbeziehung der Vertriebsmitarbeiter führen Kundenzufriedenheits-Analysen bei Entsorgern zum Erfolg |
| Möglichkeiten eines konsequenten Qualitätsmanagements für Entsorger |
| Pragmatische Marktforschungsmethoden ermöglichen fundierte und differenzierte Aussagen über die Kundenzufriedenheit mit Entsorgern bei vertretbarem Aufwand. Allerdings lässt die Umsetzung von (...) |
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| Ein Fachkonzept zur verbesserten Navigation in Hypermedia |
| Hypermedia können als beliebige Netzwerke von informationstragenden Knoten und Querverweisen zwischen ihnen aufgefasst werden. Im Gegensatz zur Datenbankabfrage erfolgt der Zugriff auf Elemente (...) |
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| Einführung in das Marketing |
| Das Marketing in seiner heutigen Form ist eine noch vergleichsweise junge Disziplin der Betriebswirtschaftslehre. Die Wurzeln der wissenschaftlichen Auseinandersetzung mit betriebswirtschaftlichen (...) |
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| Emotionen im crossmedialen Dialog: Messen - Steuern - Kontrollieren |
| In diesem Beitrag wird die Bedeutung der Emotionen für Kaufentscheidungen
herausgearbeitet. Die Auswertung einschlägiger Studien kommt zu dem Ergebnis, dass es der überwiegenden Teil menschlicher (...) |
|
| Enhancing Target Group Selection Using Belief Functions |
| One of the most critical decisions in customer relationship management, interactive marketing, and in direct marketing is the assignment
of customers to groups with similar response characteristics. (...) |
|
| Entrepreneurial Marketing in the Last Decade ? A Literature Review |
| Marketing and Entrepreneurship research streams have flourished in the last decade. Their
intersection ?entrepreneurial marketing? however, is still in its infancy and the link between these (...) |
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| Environmental Scanning in Marketing Planning - An Internet-Based Approach |
| This paper introduces a new approach for autonomous internet-based environmental
scanning, which combines concept of weak signals with ?information foraging (...) |
|
| Event Detection in Environmental Scanning |
| Recognizing current and future developments in the business environment is a major challenge in business planning. Although modern information
retrieval (IR) technologies become more and more (...) |
|
| Event-Sponsoring am Beispiel der Fußball-Weltmeisterschaft 1998 in Frankreich |
| Kritik und Implikationen für die Praxis |
| Zur Zeit ist leider noch kein Einleitungstext (...) |
|
| Exploring the Interaction Structure of Weblogs |
| Weblogs (short blogs) are fundamentally changing our way of communication, a phenomenon which has led to the creation of a new type of social
interaction. One interesting feature of this virtual (...) |
|
| Gaining ´Consumer Insights´ from Influential Actors in Weblog Networks |
| Worldwide, weblog users make up a permanently growing conversation database including private topics, but also discussions about services, products and brands. Hyperlinks create a social network (...) |
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| Green luxury: new divide in positioning strategies needed? |
| a basic and commonly shared implicit definition of luxury is "something superfluous". onsuming such products and services contradits the modern paradigm of
sustainable consumption. However, luxury (...) |
|
| Green supply chain management in food retailing: survey-based evidence in Croatia |
| Purpose ? Green supply chain management (GSCM) research is so far dominated by studies focusing on manufacturing companies, while research on retailers is missing. The purpose of this study is to (...) |
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| Growing Clustering Algorithms in Market Segmentation: Defining Target Groups and Related Marketing Communication |
| This paper outlines innovative techniques for the segmentation of consumer markets. It compares a new self-controlled growing neural network with a
recent growing /c-means algorithm. A critical (...) |
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| How digitalization changes the internationalization of entrepreneurial firms: theoretical considerations and empirical evidence |
| The internationalization of firms has mainly been analyzed and explained by
considering observations in a pre-digital business environment. Thus, the applicability
of the internationalization (...) |
|
| How Digitalization Changes the Internationalization of Entrepreneurial Firms: Theoretical Considerations and Empirical Evidence |
| The internationalization of firms has mainly been analyzed and explained by
considering observations in a pre-digital business environment. Thus, the applicability
of the internationalization (...) |
|
| How Indian home-grown businesses outsmart the MNCs |
| This paper aims to focus on how home-grown Indian companies explored the potential of Indian
middle class and realized an opportunity to seize the market gap not catered by MNCs in India. Across (...) |
|
| Identifying Patterns of Customer Response to Price Endings |
| The purpose of this paper is to introduce a new approach for the identification of price thresholds, which enables learning true thresholds
from previous buying decisions recorded in POS scanner (...) |
|
| Impact of Direct Marketing Activities on Company Reputation Transfer Success: Empirical Evidence from Five Different Cultures |
| Extending previous research on commitment and trust, we challenge the cultural impact on the organization?s reputation and, particularly, reputation transfer to new business fields. A theory-based (...) |
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| Impact of Direct Marketing Activities on Company Reputation Transfer Success: Empirical Evidence from Five Different Cultures |
| Extending previous research on commitment
and trust, we challenge the cultural impact on
the organization?s reputation and, particularly,
reputation transfer to new business fields. (...) |
|
| Impact of Direct Marketing Activities on Company Reputation Transfer Success: Empirical Evidence from Five Different Cultures |
| Extending previous research on commitment
and trust, we challenge the cultural impact on
the organization?s reputation and, particularly,
reputation transfer to new business fields. (...) |
|
| Intimacy of Russian Upper Middle Class with Luxury Fashion |
| Russia has developed into one of the most important markets for
luxury goods in the world. The aim of this study is to determine the
factors influencing Russian consumers? intentions to purchase (...) |
|
| Is your perception of luxury similar to mine? A concept made of absolute and relative features |
| Luxury is a relative feature of goods and services. Despite the many empirical studies that have been conducted, marketing scholars have not agreed on a commom definition or interpretation of the (...) |
|
| Kommunikationspolitik |
| Während die Produkt- und die Preispolitik auf die Leistungserstellung gerichtet sind,
befasst sich die Kommunikationspolitik mit der Leistungsdarstellung gegenüber den
relevanten Zielgruppen eines (...) |
|
| Linking entrepreneurial orientation to firm performance in a post-socialist market context: the case of Hungary |
| Entrepreneurial orientation provoked the interest of numerous scholars as
well as political and administrative decision-makers. Both start-ups and already
established corporate entities are (...) |
|
| Linking Entrepreneurial Orientation to Firm Performance in a Post-Socialist Market Context: the Case of Hungary |
| Entrepreneurial orientation provoked the interest of numerous scholars as
well as political and administrative decision-makers. Both start-ups and already
established corporate entities are (...) |
|
| Luxury brands do not glitter equally for everyone |
| Previous studies indicate that Westerners and
non-Westerners vary in terms of culture and in the degree
of focus on objects and the background of advertisings. In
this study, the divergences in (...) |
|
| Marketing |
| Die Professionalität der Marktbearbeitung entscheidet in einem hohen Maße über
den Erfolg oder Misserfolg einer Unternehmung. Aufgrund der zunehmenden Sättigung der Märkte in Verbindung mit einer (...) |
|
| Marketing Communication to and with Net Citizens: Targeting by Means of a Social Network Analysis Approach |
| Empirical investigations of the time devoted to Internet interactions indicate that this time
surpasses the time spent passively watching TV. This provides marketers with new
communication (...) |
|
| Marketingrelevante Grundlagen der Entscheidungstheorie |
| Ein profundes Verständnis des Zustandekommens und der Konsequenzen von Entscheidungen ist für das Marketing aus zwei Gründen von besonderer Bedeutung:
Zum einen verfolgt das Marketingmanagement das (...) |
|
| Mining Promising Qualification Patterns |
| The skills to impart in academic management education are subject of
controversial debates. In this paper a web mining approach of learning promising
qualification patterns from job openings in the (...) |
|
| Mining Promising Qualification Patterns |
| The skills to impart in academic management education are subject of
controversial debates. In this paper a web mining approach of learning promising
qualification patterns from job openings in the (...) |
|
| Modeling and Measuring of Competitive Reactions to Changes of Marketing Mix at the Retail Level |
| Since the methods of measuring consumer response to changes in
marketing mix have been improved successively in the last years, the problem of
analyzing and forecasting competitive reactions has (...) |
|
| Outsmarting the MNCs by fitting strategic manoeuvres to national framing: evidence from India |
| This paper focuses on how Indian home-grown companies captured MNCs
market in India with the help of strategic maneuvering and understanding their own
capabilities. Seizing the framework of (...) |
|
| Patterns of Associations in Finite Sets of Items |
| Mining association rules is well established in quantitative business
research literature and makes up an up-and-coming topic in marketing practice.
However, reducing the analysis to the assessment (...) |
|
| Personal Appearance - Erfolg durch Ego-Marketing? |
| Ego-Marketing ist der Versuch, Strategien und Techniken des kommerziellen Marketings auf die eigene Person anzuwenden. In beiden Fällen geht es um die Vermarktung einer Leistung, bzw. (...) |
|
| Post-crises response strategies: a combined model to manage brand crises |
| Brand crises are unexpected events negatively affecting a brand?s perceived ability to deliver
expected benefits and consequently reducing brand equity. Post-crisis response strategies may (...) |
|
| Preispolitik |
| Die Preispolitik und der Preis als Entscheidungskriterium haben in den letzten Jahren
zunehmend an Bedeutung gewonnen und sich als ?eine der schärfsten Marketingwaffen? (Diller (2008, S. 21)) (...) |
|
| Produktpolitik |
| Gegenstand der Produktpolitik sind die im Zusammenhang mit der Ausgestaltung
des Leistungsprogramms eines Unternehmens zu treffenden Entscheidungen. In Abschnitt 4.1 werden zunächst die Grundlagen (...) |
|
| Putting sustainable supply chain management into base of the pyramid research |
| Purpose ? The aim of this paper is to analyze which sustainable supply chain management (SSCM) arguments are addressed in the base of the pyramid (BoP)-related research. BoP projects address how (...) |
|
| Remarks on the behavioristic analysis of competitive reactions |
| Eine der vordringlichsten gegenw ?artigen Herausforderungen
an die quantitative Management-Wissenschaft ist die Modellierung und Analyse
von Wettbewerbsaktionen und -reaktionen. Dem begrenzten (...) |
|
| Remarks on the Behavioristic Analysis of Competitive Reactions |
| One particularly predominant current challenge to quantitative management science is the modeling and analysis of competitive actions and reactions.
Approaches following the stimulus response (...) |
|
| Report for Chambers of Commerce and Start-up Centres |
| Blends of formal and informal networks characterize local entrepreneurial eco-systems
(Maroufkhani & Wagner, 2017). Formal networks are made up of interactions of all local, state,
and federal (...) |
|
| Sales Management im Luxussegment |
| Die Rolle des Sales Managers in Luxusgüterunternehmen |
| Die Aufgabenfelder des Sales Managers in Luxusgüterunternehmen, wie auch seine Anforderungen in diesem sensiblen Segment, unterscheiden sich wesentlich im Vergleich zu denen eines gewöhnlichen Sales (...) |
|
| Shared experiences and awareness from learning in a student multicultural environment: Measuring skills? development in intercultural intensive programs |
| The aim is to analyze the skills and attitudes development of multicultural teams. In
todays? environment, business interconnectivity and multicultural societies are becoming the
normal way of (...) |
|
| Sicherheit statt Bauchgefühl |
| Kundenzufriedenheit messen ? am Beispiel der Optischen Fabrik Werner Schulz, Glücksburg |
| Gewinn durch zufriedene Kunden gilt auch in der Optischen Industrie als Ziel einer marktorientierten Unternehmensführung. Mit welchen Methoden man Kundenzufrie-denheit zuverlässig und kostengünstig (...) |
|
| Strategisches Marketing |
| Eine wichtige Voraussetzung für eine erfolgreiche Marketingplanung ist es, dass das
Unternehmen entsprechend seiner zentralen Betätigungsfelder ausgerichtet ist. Die
langfristige Planung der (...) |
|
| Strukturieren mit Multitrees: Ein Fachkonzept zur verbesserten Navigation in Hypermedia |
| Hypermedia können als beliebige Netzwerke von informationstragenden Knoten
und Querverweisen zwischen ihnen aufgefasst werden. Im Gegensatz zur Daten-
bankabfrage erfolgt der Zugriff auf Elemente (...) |
|
| Symbolic consumption of luxury: An Example of luxury fashion goods in Russia |
| Despite all changes and crises Russia has developed to one of the most important market for luxury
goods in the world. Economic developments in the course of the last decade, rapidly growing (...) |
|
| Targeting Key Influentials for Direct Marketing Activities in Social Networks: Methodical Progress and an Application |
| Social networks and virtual communities provide credible information about customers?
opinions and facilitate innovative customer dialogues. We build upon Kosinets? netnography
to extract consumer (...) |
|
| The Acceptance of Mobility Payments in the German Retail Market |
| The acceptance of mobile payments is one of the research challenges of high strategic relevance in retailing. Most of the previous studies of mobile payment field focus on consumers? opinions, (...) |
|
| The Impact of Perceived Innovativeness on Maintaining a Buyer-Seller Relationship in Health Care Markets: A Cross-Cultural Study |
| This article focuses on the importance of perceived innovativeness, as
well as corporate reputation, for the buyer?seller relationship and, therefore,
enhances previous studies of customer (...) |
|
| The Internet of Things ? Chance and challenge in industrial business relationships |
| The term ?Internet-of-Things (IoT)? was first introduced by Ashton
(2009) to describe how IoT can be created by ?adding radiofrequency
identification and other sensors to everyday objects?. Today, (...) |
|
| The Number of Clusters in Market Segmentation |
| Learning the 'true' number of clusters in a given data set is a fundamental and largely unsolved problem in data analysis, which seriously affects the
identification of customer segments in (...) |
|
| Unternehmen als Akteure und Objekte des Dialogs |
| Die geänderten Kommunikationsbedingungen in den Diensten des Web 2.0 haben einen
erheblichen Einfluss auf die moderne Marketingkommunikation. In diesem Beitrag wird
begründet, warum die bewährte (...) |
|
| Vertriebspolitik |
| Das vierte Instrument des Marketing-Mix ist die Vertriebspolitik. Des öfteren findet
sich hierfür auch der Begriff Distributionspolitik, der auf die Anfänge des Marketing zurückgeht. Im Laufe der (...) |
|
| Was Mieter wollen |
| Möglichkeiten einer konsequenten Mieterzufriedenheits-Analyse am Beispiel des Selbsthilfe-Bauvereins, Flensburg |
Lohnt sich Kundenzufriedenheit?
Schon vor Jahren wurde in der Marketing-Theorie ein Paradigmawechsel vollzogen: Weg von der Maxime ?Gewinn durch genügend Umsatz? mit starker (...) |
