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Content
2023, Volume 18, Issue 4
- 2-13 Understanding reference points to make purchase decisions: overview, phases, and time-features
by Theodore Tarnanidis - 14-28 Leveraging beauty pageants for brand exposure: An analysis of sponsorships and advertising opportunities in Philippine pageantry
by Nelson B. Guillen Jr. - 29-47 An overview of ethical issues in neuromarketing: Discussion and possible solutions
by Yahia Mouammine & Hassan Azdimousa - 48-53 Green marketing and its impact on consumer buying behavior in city of Muntinlupa, Philippines. Part I
by Maria Jewdaly L. Costales
2023, Volume 18, Issue 3
- 2-16 Sexism in advertisements – a cross-cultural analysis
by Joachim Riedl & Stefan Wengler & Marcin Adam Czaban & Simon Benjamin Steudtel - 17-24 Factors affecting the communication mix of small businesses in the selected industry
by Monika Březinová - 25-35 A descriptive study on Turkish young consumers’ soft drink buying behaviors
by Emel Yarimoglu & Iremsu Cebisli & Ali Riza Levent & Talha Tesik & Melisa Ozan - 36-46 Developing a growth marketing approach to B2B customer retention: Case Algeria
by Lamia El Mokretar & Mélia Adman - 47-55 Maximizing business potential: The symbiotic relationship between employee training and business success
by Vasilii Ostin
2023, Volume 18, Issue 2
- 2-11 Brand seduction as a tool for brand's success: Conceptualizing the term
by Matouš Haicl - 12-25 Sustainable tourism development: Insights from accommodation facilities in Bukhara along the silk road
by Mukhriddin Kilichov & František Olšavský - 26-39 Marketing strategies in response to tough times – lessons from India during a global crisis
by Meenakshi Handa & Ronika Bhalla - 40-49 The role of marketing metrics in social media: A comprehensive analysis
by Lucia Kočišová & Peter Štarchoň
2023, Volume 18, Issue 1
- 2-15 Process of developing the international city branding strategy: Case study city of Kharkiv
by Nataliia Parkhomenko - 16-26 Short-term and seasonal time series models for online marketing campaigns
by Mária Bohdalová & Miriama Křížková - 27-35 A study of the consumer behavior as the key to expanding the museum audience
by Firuz Kurbanov - 36-55 Application of marketing principles for HEIs: A perspective of Pakistani universities
by Ayesha Zafar & Musa Mazhar & Yahya Sultan Ijaz
2022, Volume 17, Issue 4
- 2-13 Insight into biases when measuring socioeconomics and demographics of consumers patronizing retailing fashion design entrepreneurs: Germany’s perspective vs. South African requirements
by Boitumelo Pooe & Thomas Dobbelstein - 14-22 A qualitative study on sustainable marketing and strategy applied to creation of value according to SDG’s 2030
by Raúl Martínez Flores - 23-39 Only memories are captured, and only footprints are left. Understanding the perception of eco-friendly hotel and tourist buying behavior
by Cherouk Amr Yassin - 40-53 A practical approach for optimizing the conversion rate of a landing page's visitors
by Hanane Meslem & Ayoub Abbaci
2022, Volume 17, Issue 3
- 2-9 Trade in transformation: The example of the textile business as an innovator of urban life-style
by Bernd Hallier - 10-19 Managerial performance in the conditions of selected local government offices
by Michal Lukáč & Ján Ganobčík - 20-31 Analysis of attitudes to the principles of social responsibility and their application in the practice
by Pavol Križo - 32-40 A thematic and sentiment analysis of the relationship between religion and purchase behavior
by Alexandru Bosinceanu - 41-53 Building-as-a-Service: The opportunities of service-dominant logic for construction
by Adrian August Wildenauer & Josef Basl
2022, Volume 17, Issue 2
- 2-15 Sustainability – integration and communication in German manufacturers
by Marcus Diedrich - 16-25 The marketing potential of personalisation of shipping packaging
by Hana Volfová & Eliška Svobodová & Jana Pechová - 26-41 Influence of Czech consumers’ education level on preferences for sustainable retailers and products
by Eva Jaderná & Hana Volfová - 42-52 Configurator as a tool of marketing communication and its use in achieving emissions targets
by Martina Beránek
2022, Volume 17, Issue 1
- 2-19 Impact of innovative packaging on the attitudes and purchase intention of visually impaired and blind consumers: The case of Algeria
by Sidi Mohamed Sahel & Yasmine Kadi & Mehdi Bouchetara & Sidi Mohammed Bouchenak Khelladi - 20-28 Music as a marketing tool to increase traffic and sales
by Juraj Litomerický - 29-37 Retail products´ sustainability from the point of Czech consumers´ view
by Eva Jaderná - 38-50 Creating communities: A way of entering foreign markets in 2022
by Bernhard Alexander Krah & Andrej Miklošík
2021, Volume 16, Issue 4
- 2-9 Overview of current trends in mobile commerce: global perspectives
by Mária Oleárová & Radovan Bačík & Richard Fedorko - 10-19 Development of real estate marketing – trends for the future
by Jörg Petermann - 20-25 Summer 2020 and intention to travel on holiday after the pandemic outbreak: Analysis of findings of selected scientific studies
by Darina Ňakatová - 26-33 Personas creation using Google Analytics
by Miroslav Reiter & Ondrej Čupka & Andrej Miklošík - 34-50 A review of neuromarketing origins as a new marketing research method
by Yahia Mouammine & Hassan Azdimousa
2021, Volume 16, Issue 3
- 2-12 Sustainability as a factor of changing marketing strategies based on the customers´ preferences in context of different generations in Slovakia
by Samuel Smolka & Eva Smolková & Lucia Vilčeková - 13-20 Name discrimination – selected attributes based on the German advertising practice
by Lukas Bernfried Bruns & Kevin Hümmer - 21-30 Creative industries in Slovakia and their pricing strategies as the part of their marketing mix
by Maria Kmety Bartekova - 31-41 Perception of the digital influencer on Instagram and its impact on shopping behavior
by Dominika Reľovská & Edita Štrbová - 42-50 Development of online shopping within B2C e-commerce in the Visegrad Four countries
by Štefan Kráľ & Richard Fedorko
2021, Volume 16, Issue 2
- 2-11 Automatic information retrievement for exporting services: First project findings from the development of an AI based export decision supporting instrument
by David Aufreiter & Doris Ehrlinger & Christian Stadlmann & Margarethe Überwimmer & Anna Biedersberger & Christina Korter & Stefan Mang - 12-23 Marketing topics through academic posters: An avenue to student autonomy and active citizenship
by Dagmar Sieglova - 24-29 Sales organizations on the path of digitalization – A reflection from Germany, Finland and Austria
by Margarethe Überwimmer & Pia Hautamäki & Stefan Wengler & Robert Füreder - 30-41 Educating future managers for a culturally diverse workspace: Using course as a living laboratory
by Darko Pantelic & Peter Brandstaetter & Emilia F. Samuelsson - 42-51 Export resilience – A future key success factor for Upper Austrian B2B companies?
by Margarethe Überwimmer & Harald Hammer & Jakob Vaboschek
2021, Volume 16, Issue 1
- 2-10 Consumer literacy and honey fraud. Part II
by František Olšavský - 11-18 The intention to go on holiday during a pandemic – a theoretical study
by Darina Ňakatová - 19-26 Is there demand in wine events in Slovakia?
by Dana Vokounová - 27-33 Assessing stakeholders’ needs and expectations: A business transfer matchmaking-platform from a marketing perspective
by Sophie Wiesinger & Alexandra Fratrič & Margarethe Überwimmer - 34-45 How is the home office used by sales and marketing employees during and after the corona crisis?
by Marcus Diedrich - 46-54 Certified product buying preferences under the influence of COVID-19
by Eva Jaderná & Vasilii Ostin
2020, Volume 15, Issue 4
- 2-12 The corona crisis as a catalyst for the digital transformation in the sanitary trade?
by Marcus Diedrich & Markus Peplinski - 13-26 Consumers´ perception of sustainable retailers
by Eva Jaderná & Hana Volfová - 27-37 Purported green attitude vs. actual pro-environmental behaviour of Czech consumers
by Radka H. Picková & Michal Hrubý - 38-45 Neuromarketing in contemporary society
by Ivan Uher & Milena Švedová - 46-51 Consumer literacy and honey fraud. Part I
by František Olšavský
2020, Volume 15, Issue 3
- 2-21 CSR in corona time
by Eva Jaderná & Jana Pechová & Hana Volfová - 22-35 Artifcial intelligence in personnel selection and its influence on employer attractiveness
by Stephan Weinert & Elmar Günther & Edith Rüger-Muck & Gerhard Raab - 36-47 Networking and entrepreneurial orientation in internationalization of small-and medium sized enterprises: A two case study of Ostrobothnia company in Finland
by Rosmeriany Nahan-Suomela - 48-57 Attitudes of the inhabitants of the capital of the Slovak Republic towards selected topics of advertising. Part II
by Martina Jantová & Peter Štarchoň
2020, Volume 15, Issue 2
- 2-9 Role of regional tourism organizations in Slovakia from their perspective
by Barbora Marišová & Eva Smolková - 10-16 Service innovation across borders: Challenges and potentials of service innovation collaboration in Upper Austria and South Bohemia
by Alexandra Fratrič & Michael Schmidthaler & Margarethe Überwimmer & Robert Füreder - 17-27 Empowering customers through education-based videos in e-commerce
by Ladislava Knihová - 28-39 Priorities when looking for servitization in the mechanical engineering industry
by Patrick Großpötzl & Ulrich Seiler & Margarethe Überwimmer - 40-48 Digital transformation in B2B sales – differences and best practices in three different European countries
by Stefan Wengler & Margarethe Überwimmer & Pia Hautamäki & Gabriele Hildmann & Ulrich Vossebein & Robert Füreder - 49-55 Attitudes of the inhabitants of the capital of the Slovak Republic towards selected topics of advertising. Part I
by Martina Jantová & Peter Štarchoň
2020, Volume 15, Issue 1
- 2-14 Publicity as a tool of PR activities within CSR concept in food enterprises in Slovakia
by Zdenka Kádeková & Ingrida Košičiarová - 15-25 The dropout in tertiary education at Czech public and private universities as a result of school marketing
by Hana Kučerová - 26-36 The relevance of virtual showrooms for sanitary retail
by Marcus Diedrich & Markus Peplinski - 37-48 The consumer behavior of young Slovak consumers (under the age of 25) in the private label market
by Ingrida Košičiarová & Zdenka Kádeková
2019, Volume 14, Issue 4
- 2-9 CRM in a telecommunication company. Part II
by Miloš Hitka & Andrej Piňák & Silvia Lorincová - 10-24 The interest of different generations of Czech consumers in certified products and environmental organizations
by Eva Jaderná & Radka Picková & Jana Přikrylová & Michal Hrubý - 25-41 Marketing of territorial unit as a unit of living space
by František Olšavský - 42-53 Corporate social responsibility of SME´s from view of consumers
by Zsolt Horbulák
2019, Volume 14, Issue 3
- 2-15 Industrial service excellence in manufacturing companies: a neo-configurational perspective
by Margarethe Überwimmer & Anna Biedersberger & Doris Ehrlinger & Stefan Mang & Christian Stadlmann & David Tempelmayr - 16-24 Communication trends in formation of institutional business environment in tourism of St. Petersburg
by Olga Vasileva & Tamara Tarakanov - 25-36 The effect of company guest speakers on perceived employer attractiveness
by Stephan Weinert & Elmar Günther & Edith Rüger-Muck & Gerhard Raab - 37-55 CRM in a telecommunication company. Part I
by Miloš Hitka & Andrej Piňák & Silvia Lorincová
2019, Volume 14, Issue 2
- 2-9 Readiness, Use and Enablers of Digital Customer Interaction Tools in Austria
by Michael Wenzler & Sakshi Bhambhani & Michael Schmidthaler - 10-20 The Relationship between Emotional Intelligence and Sales Performance in a Business-to-Business Environment; with Implications for Cross-Cultural Adaptability
by Andreas Zehetner - 21-37 Advertisement Wars? Watch Whom You Really Offend
by Dagmar Sieglova - 38-51 Advertising and some of its legislative restrictions in the Slovak Republic
by Tomáš Peráček
2019, Volume 14, Issue 1
- 2-11 Characteristics of Slovak consumers generations
by Samuel Smolka - 12-22 Promotion of products in retro-designed packaging
by Iveta Broučková & Eva Jaderná & Alena Srbová - 23-33 Perception of product placement usage by Slovak consumers
by Michal Budinský & Janka Táborecká-Petrovičová - 34-41 Shopping styles of young generations
by Dana Vokounová & Janka Táborecká-Petrovičová - 42-49 The utilisation of multimedia research laboratories in practice. Part II
by Romana Čočková & Peter Štarchoň & Lucia Vilčeková
2018, Volume 13, Issue 4
- 2-20 Evaluation of Eastern-Central European Citizen’s Decision-Making Style – a Comparative Study. Part II
by Barbara Némethová - 21-28 Specifics of online behavior of Generation Z
by Petronela Klačanská & Lucia Kohnová - 29-35 Gender and Generation Differences in University Students’ Word-of-Mouth Willingness
by Zoltán Rózsa - 36-42 The utilisation of multimedia research laboratories in practice. Part I
by Romana Čočková & Peter Štarchoň & Lucia Vilčeková - 43-55 GDPR Issues from a Marketing Perspective
by Peter Veselý
2018, Volume 13, Issue 3
- 2-10 Selected Aspects of Green Behaviour of Czech Consumers
by Eva Jaderná & Radka Picková & Jana Přikrylová & Karel Samek - 11-23 The Role of Gender in Salesperson Perception
by Michael Stros & David Říha & Bodo Möslein-Tröppner - 24-39 Practices used in current marketing communication and comparison of their evaluation from the point of view of customers in the Slovak Republic and abroad
by Katarína Gubíniová & Gabriela P. Bartáková & Lenka Sloviaková - 40-51 Impact of GDPR on Banks in Slovakia – Marketing Approach. Part II
by Lucia Kočišová & Tomáš Pikulík & Peter Štarchoň & Martin Šeliga - 52-58 Evaluation of Eastern-Central European Citizen’s Decision-Making Style – a Comparative Study. Part I
by Barbara Némethová
2018, Volume 13, Issue 2
- 2-12 Integrated marketing communication: Example on the selected retailer
by Vanda Lieskovská & Katarína Petrovčíková - 13-24 Changes in marketing communication in political marketing in the Slovak Republic in recent years
by Eva Smolková & Samuel Smolka - 25-33 Comparison of Slovak and Arabic culture III. Opinions about life
by Dana Vokounová & Silvia Hanková - 34-44 Service Innovation Processes in SMEs in Upper Austria
by Alexandra Fratrič & Margarethe Überwimmer & Robert Füreder - 45-53 Impact of GDPR on Banks in Slovakia – Marketing Approach. Part I
by Lucia Kočišová & Tomáš Pikulík & Martin Šeliga & Peter Štarchoň
2018, Volume 13, Issue 1
- 2-11 Green Solutions in Automotive Industry
by Eva Jaderná & Jana Přikrylová - 12-20 Comparison of Slovak and Arabic culture II. Happiness, freedom, trust, religion
by Dana Vokounová & Silvia Hanková - 21-29 Everyday Internet Use. How Do End Users Use the Mobile Internet?
by Marcus Diedrich - 30-38 Interpretation of Marketing Theory in Islamic Context
by Veronika Ferenczová & László Józsa - 39-46 Marketing behind ICO. Part II
by Jozef Metke
2017, Volume 12, Issue 4
- 2-9 Differences of perception of modern and retro-designed packaging of traditional products
by Eva Jaderná & Iveta Broučková & Alena Srbová - 10-20 Acceptance and Implementation of Social Media-Guidelines in Small and Middle-Sized Enterprises
by Marcus Diedrich - 21-32 Requirements for product and brand managers in the context of knowledge management in the recruiting adverts
by Zuzana Wroblowská - 33-41 Comparison of Slovak and Arabic culture I. Life values
by Silvia Hanková & Dana Vokounová - 42-50 Project method of teaching of Marketing at university
by Eva Jaderná & Martina Beránek - 51-56 Marketing behind ICO. Part I
by Jozef Metke
2017, Volume 12, Issue 3
- 2-16 Creating value for the customer with industrial services: Selling industrial services is not a matter of price
by Margarethe Überwimmer & Robert Füreder & Christina Roitinger - 17-26 Study: The hidden impact of word-of-mouth: A system dynamics approach
by Jörg Kraigher-Krainer & Margarethe Überwimmer & Yasel Costa & Andreas Zehetner - 27-35 Study: Customers engagement with user-generated-content: How do customers use the possibility to create content
by Marcus Diedrich - 36-46 The power of compliments: A socio-linguistic view into social advertisement
by Dagmar Sieglova - 47-54 Code of conduct in retail
by Eva Jaderná & Martina Beránek
2017, Volume 12, Issue 2
- 2-11 Study: The use of social media for service delivery: How do end-users use customer service 2.0?
by Marcus Diedrich - 12-22 Marketing of politics and its influence on electoral behavior
by Samuel Smolka & Eva Smolková - 23-33 Theoretical view on “food deserts” and on the future of food retailing
by Erika Dudáš Pajerská - 34-42 The process of corporate design creation – marketer vs. graphic designer
by Zuzana Kupková - 43-53 Marketing planning process – reflection on the complex of activities that affect all aspects of business life
by Helena Horáková & Marie Švarcová & Lukáš Volf
2017, Volume 12, Issue 1
- 2-10 Adapting a corporate culture to the changing circumstances – cultural change through social media
by Marcus Diedrich - 10-17 Ongoing trends in European and Central European chemical distribution
by Marcel Kajan - 18-26 The brand of the National Forest Holding “State Forests”
by Gabriela Roszyk-Kowalska & Piotr Małż - 27-34 Shopping centers and experiential marketing
by Vanda Lieskovská & Silvia Megyesiová - 35-40 Valuation practice of trademarks in the Czech Republic
by Monika Harantová & Marie Hesková - 41-50 Survey of selected marketing aspects in functional urban regions of Slovakia
by Peter Rafaj & Ľubomíra Strážovská
2016, Volume 11, Issue 4
- 2-13 The Czech and Slovak Republics: A cross-cultural comparison
by Jerome Dumetz & Eva Gáboríková - 14-23 Governance of international distributors through incentive travel programmes: Insights from manufacturing enterprises
by Christian Stadlmann & Magdalena Kass - 24-31 Hierarchy of values of young people and their attitudes towards immigration
by Dana Vokounová - 32-37 Marketing problems of subject called Ethical hacking
by Vincent Karovič & Vincent Karovič & Peter Veselý & František Olšavský - 38-51 Typology of readers: qualitative and quantitative approach in book market segmentation
by Radim Bačuvčík
2016, Volume 11, Issue 3
- 2-17 Strategy Variations in Roadside Outdoor Advertising: A Psycholinguistic Perspective of Czech, German and Bolivian Campaigns
by Dagmar Sieglova - 18-29 Training Concepts for Industrial Service Staff in an Intercultural Context
by Margarethe Überwimmer & Jovana Tomovic & Robert Füreder - 30-41 How Do Managers Work with Digital Communication Media in International Business Relationships? Focus Group Results of Managers’ Experiences of Digital Media Use for Relationship Building
by Sanjay Kumar Rawat - 42-49 How Do Managers Work with Digital Communication Media in International Business Relationships? Focus Group Results of Managers’ Experiences of Digital Media Use for Relationship Building
by Ellinor Torsein - 50-57 Exorcising Dust – a Reflection on Cultural Differences in Understanding Ads
by Rupert Beinhauer & Hildegard Liebl
2016, Volume 11, Issue 2
- 2-5 The deployment of the virtualization environment OpenStack in education. Part II
by Vincent Karovič & Vincent Karovič & Peter Veselý & František Olšavský & Michal Greguš - 6-13 Change Process in the Context of Corporate Communications: Stages for Exploiting the Potential of Social Media
by Marcus Diedrich - 14-24 Advertising Reshaped – New Trends Bring New Challenges. How to Cope with Them?
by Sasho Belovski & Eva Caslavova - 25-32 Green solutions in the automotive industry as part of the corporate social responsibility
by Martin Dolejší & Eva Jaderná & Jana Přikrylová - 33-41 Measuring Consumer Acculturation – Discussion on a Prospective Approach
by Nitin Gupta - 42-50 Perception of Offensive Advertising: Cross-Cultural Peculiarities
by Anastasii Klimin & Dmitrii Tikhonov
2016, Volume 11, Issue 1
- 2-21 Neuromarketing. Introduction. Part II
by Magdaléna Samuhelová & Lucia Šimková - 22-34 Proposition of the blue ocean marketing strategies in collaboration with a partner
by Eva Smolková & Samuel Smolka - 35-42 Social Marketing – a Concept of Marketing Management
by Anna Mazurkiewicz-Pizło & Wojciech Pizło - 43-52 The deployment of the virtualization environment OpenStack in education. Part I
by Vincent Karovič & Vincent Karovič & Peter Veselý & František Olšavský & Michal Greguš
2015, Volume 10, Issue 4
- 2-5 Customer feedback in retailing: barriers and incentives. Part II
by Petra Solarová - 6-17 Social Media Marketing in Hotel Organizations and the Process of Creating Value in a Cross-Cultural Environment – an International Case Study
by Karin Högberg - 18-33 Supplier Selection Criteria and the Role of Emotions: An Exploratory Study in an Upper-Austrian Setting
by Andreas Zehetner & Marijan Simek - 34-46 Social marketing as a powerful motivational tool for behavioral change
by Lukáš Vartiak - 47-55 Neuromarketing. Introduction. Part I
by Magdaléna Samuhelová & Lucia Šimková
2015, Volume 10, Issue 3
- 2-10 Market Entry Mode Predictors: Evidence from Austrian Companies Targeting Central European Markets
by Sophie Wiesinger & Pavel Štrach - 11-19 B2B-Marketing Communication Strategies in CEE
by Margarethe Überwimmer & Teresa Gangl & Sophie Wiesinger - 20-28 Austrian Sales Partner Management in CEE Countries
by Sophie Wiesinger & David Humbarger & Margarethe Überwimmer & Robert Fuereder - 29-38 Marketing situation analysis as a tool for strategic process of marketing managers
by Helena Horáková & Marie Švarcová - 39-45 Customer feedback in retailing: barriers and incentives
by Petra Solarová - 46-57 Cultural Distinctions between the Countries and Differences in Level of Development of Regions in the Same Country: What It Is More Important for Sales on В2В Markets?
by Anastasii Klimin & Dmitrii Tikhonov & Katsiariyna Izbash