Marketing/Absatz

Remarks on the behavioristic analysis of competitive reactions

Eine der vordringlichsten gegenwärtigen Herausforderungen an die quantitative Management-Wissenschaft ist die Modellierung und Analyse von...

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...

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...

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,...

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...

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...

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...

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...

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...

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...

Event Detection in Environmental Scanning

Recognizing current and future developments in the business environment is a major challenge in business planning. Although modern...

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,...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

Einführung in das Marketing

Das Marketing in seiner heutigen Form ist eine noch vergleichsweise junge Disziplin der Betriebswirtschaftslehre. Die Wurzeln der wissenschaftlichen...

Preispolitik

Die Preispolitik und der Preis als Entscheidungskriterium haben in den letzten Jahren zunehmend an Bedeutung gewonnen und sich als „eine der...

Marketingrelevante Grundlagen der Entscheidungstheorie

Ein profundes Verständnis des Zustandekommens und der Konsequenzen von Entscheidungen ist für das Marketing aus zwei Gründen von besonderer...

Kommunikationspolitik

Während die Produkt- und die Preispolitik auf die Leistungserstellung gerichtet sind, befasst sich die Kommunikationspolitik mit der...

Vertriebspolitik

Das vierte Instrument des Marketing-Mix ist die Vertriebspolitik. Des öfteren findet sich hierfür auch der Begriff Distributionspolitik, der auf...

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...

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...

Produktpolitik

Gegenstand der Produktpolitik sind die im Zusammenhang mit der Ausgestaltung des Leistungsprogramms eines Unternehmens zu treffenden Entscheidungen....

Strategisches Marketing

Eine wichtige Voraussetzung für eine erfolgreiche Marketingplanung ist es, dass das Unternehmen entsprechend seiner zentralen Betätigungsfelder...

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...

Marketing

Die Professionalität der Marktbearbeitung entscheidet in einem hohen Maße über den Erfolg oder Misserfolg einer Unternehmung. Aufgrund der...

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...

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...

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...

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...

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...

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...

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,...

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...

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...

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...

Ein Fachkonzept zur verbesserten Navigation in Hypermedia

Hypermedia können als beliebige Netzwerke von informationstragenden Knoten und Querverweisen zwischen ihnen aufgefasst werden. Im Gegensatz zur...

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...

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...

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,...

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...

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,...

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...

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...

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...

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....

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,...

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...

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...

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...

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...

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,...

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...

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...

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...

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...

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...

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...

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,...

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....

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...

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))....

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...

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...

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...

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...

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...

Event-Sponsoring am Beispiel der Fußball-Weltmeisterschaft 1998 in Frankreich

Kritik und Implikationen für die Praxis

Zur Zeit ist leider noch kein Einleitungstext vorhanden.

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...

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...