Marketing Science & Inspirations

2015 - 2024

From Comenius University in Bratislava, Faculty of Management
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Volume 16, issue 4, 2021

Overview of current trends in mobile commerce: global perspectives pp. 2-9

Mária Oleárová, Radovan Bačík and Richard Fedorko

Development of real estate marketing – trends for the future pp. 10-19

Jörg Petermann

Summer 2020 and intention to travel on holiday after the pandemic outbreak: Analysis of findings of selected scientific studies pp. 20-25

Darina Ňakatová

Personas creation using Google Analytics pp. 26-33

Miroslav Reiter, Ondrej Čupka and Andrej Miklošík

A review of neuromarketing origins as a new marketing research method pp. 34-50

Yahia Mouammine and Hassan Azdimousa

Volume 16, issue 3, 2021

Sustainability as a factor of changing marketing strategies based on the customers´ preferences in context of different generations in Slovakia pp. 2-12

Samuel Smolka, Eva Smolková and Lucia Vilčeková

Name discrimination – selected attributes based on the German advertising practice pp. 13-20

Lukas Bruns and Kevin Hümmer

Creative industries in Slovakia and their pricing strategies as the part of their marketing mix pp. 21-30

Maria Bartekova

Perception of the digital influencer on Instagram and its impact on shopping behavior pp. 31-41

Dominika Reľovská and Edita Štrbová

Development of online shopping within B2C e-commerce in the Visegrad Four countries pp. 42-50

Štefan Kráľ and Richard Fedorko

Volume 16, issue 2, 2021

Automatic information retrievement for exporting services: First project findings from the development of an AI based export decision supporting instrument pp. 2-11

David Aufreiter, Doris Ehrlinger, Christian Stadlmann, Margarethe Überwimmer, Anna Biedersberger, Christina Korter and Stefan Mang

Marketing topics through academic posters: An avenue to student autonomy and active citizenship pp. 12-23

Dagmar Sieglova

Sales organizations on the path of digitalization – A reflection from Germany, Finland and Austria pp. 24-29

Margarethe Überwimmer, Pia Hautamäki, Stefan Wengler and Robert Füreder

Educating future managers for a culturally diverse workspace: Using course as a living laboratory pp. 30-41

Darko Pantelic, Peter Brandstaetter and Emilia Samuelsson

Export resilience – A future key success factor for Upper Austrian B2B companies? pp. 42-51

Margarethe Überwimmer, Harald Hammer and Jakob Vaboschek

Volume 16, issue 1, 2021

Consumer literacy and honey fraud. Part II pp. 2-10

František Olšavský

The intention to go on holiday during a pandemic – a theoretical study pp. 11-18

Darina Ňakatová

Is there demand in wine events in Slovakia? pp. 19-26

Dana Vokounová

Assessing stakeholders’ needs and expectations: A business transfer matchmaking-platform from a marketing perspective pp. 27-33

Sophie Wiesinger, Alexandra Fratrič and Margarethe Überwimmer

How is the home office used by sales and marketing employees during and after the corona crisis? pp. 34-45

Marcus Diedrich

Certified product buying preferences under the influence of COVID-19 pp. 46-54

Eva Jaderná and Vasilii Ostin

Volume 15, issue 4, 2020

The corona crisis as a catalyst for the digital transformation in the sanitary trade? pp. 2-12

Marcus Diedrich and Markus Peplinski

Consumers´ perception of sustainable retailers pp. 13-26

Eva Jaderná and Hana Volfová

Purported green attitude vs. actual pro-environmental behaviour of Czech consumers pp. 27-37

Radka Picková and Michal Hrubý

Neuromarketing in contemporary society pp. 38-45

Ivan Uher and Milena Švedová

Consumer literacy and honey fraud. Part I pp. 46-51

František Olšavský

Volume 15, issue 3, 2020

CSR in corona time pp. 2-21

Eva Jaderná, Jana Pechová and Hana Volfová

Artifcial intelligence in personnel selection and its influence on employer attractiveness pp. 22-35

Stephan Weinert, Elmar Günther, Edith Rüger-Muck and Gerhard Raab

Networking and entrepreneurial orientation in internationalization of small-and medium sized enterprises: A two case study of Ostrobothnia company in Finland pp. 36-47

Rosmeriany Nahan-Suomela

Attitudes of the inhabitants of the capital of the Slovak Republic towards selected topics of advertising. Part II pp. 48-57

Martina Jantová and Peter Štarchoň

Volume 15, issue 2, 2020

Role of regional tourism organizations in Slovakia from their perspective pp. 2-9

Barbora Marišová and Eva Smolková

Service innovation across borders: Challenges and potentials of service innovation collaboration in Upper Austria and South Bohemia pp. 10-16

Alexandra Fratrič, Michael Schmidthaler, Margarethe Überwimmer and Robert Füreder

Empowering customers through education-based videos in e-commerce pp. 17-27

Ladislava Knihová

Priorities when looking for servitization in the mechanical engineering industry pp. 28-39

Patrick Großpötzl, Ulrich Seiler and Margarethe Überwimmer

Digital transformation in B2B sales – differences and best practices in three different European countries pp. 40-48

Stefan Wengler, Margarethe Überwimmer, Pia Hautamäki, Gabriele Hildmann, Ulrich Vossebein and Robert Füreder

Attitudes of the inhabitants of the capital of the Slovak Republic towards selected topics of advertising. Part I pp. 49-55

Martina Jantová and Peter Štarchoň

Volume 15, issue 1, 2020

Publicity as a tool of PR activities within CSR concept in food enterprises in Slovakia pp. 2-14

Zdenka Kádeková and Ingrida Košičiarová

The dropout in tertiary education at Czech public and private universities as a result of school marketing pp. 15-25

Hana Kučerová

The relevance of virtual showrooms for sanitary retail pp. 26-36

Marcus Diedrich and Markus Peplinski

The consumer behavior of young Slovak consumers (under the age of 25) in the private label market pp. 37-48

Ingrida Košičiarová and Zdenka Kádeková

Volume 14, issue 4, 2019

CRM in a telecommunication company. Part II pp. 2-9

Miloš Hitka, Andrej Piňák and Silvia Lorincová

The interest of different generations of Czech consumers in certified products and environmental organizations pp. 10-24

Eva Jaderná, Radka Picková, Jana Přikrylová and Michal Hrubý

Marketing of territorial unit as a unit of living space pp. 25-41

František Olšavský

Corporate social responsibility of SME´s from view of consumers pp. 42-53

Zsolt Horbulák

Volume 14, issue 3, 2019

Industrial service excellence in manufacturing companies: a neo-configurational perspective pp. 2-15

Margarethe Überwimmer, Anna Biedersberger, Doris Ehrlinger, Stefan Mang, Christian Stadlmann and David Tempelmayr

Communication trends in formation of institutional business environment in tourism of St. Petersburg pp. 16-24

Olga Vasileva and Tamara Tarakanov

The effect of company guest speakers on perceived employer attractiveness pp. 25-36

Stephan Weinert, Elmar Günther, Edith Rüger-Muck and Gerhard Raab

CRM in a telecommunication company. Part I pp. 37-55

Miloš Hitka, Andrej Piňák and Silvia Lorincová

Volume 14, issue 2, 2019

Readiness, Use and Enablers of Digital Customer Interaction Tools in Austria pp. 2-9

Michael Wenzler, Sakshi Bhambhani and Michael Schmidthaler

The Relationship between Emotional Intelligence and Sales Performance in a Business-to-Business Environment; with Implications for Cross-Cultural Adaptability pp. 10-20

Andreas Zehetner

Advertisement Wars? Watch Whom You Really Offend pp. 21-37

Dagmar Sieglova

Advertising and some of its legislative restrictions in the Slovak Republic pp. 38-51

Tomáš Peráček

Volume 14, issue 1, 2019

Characteristics of Slovak consumers generations pp. 2-11

Samuel Smolka

Promotion of products in retro-designed packaging pp. 12-22

Iveta Broučková, Eva Jaderná and Alena Srbová

Perception of product placement usage by Slovak consumers pp. 23-33

Michal Budinský and Janka Táborecká-Petrovičová

Shopping styles of young generations pp. 34-41

Dana Vokounová and Janka Táborecká-Petrovičová

The utilisation of multimedia research laboratories in practice. Part II pp. 42-49

Romana Čočková, Peter Štarchoň and Lucia Vilčeková