Marketing Science & Inspirations

2015 - 2024

From Comenius University in Bratislava, Faculty of Management
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Volume 13, issue 4, 2018

Evaluation of Eastern-Central European Citizen’s Decision-Making Style – a Comparative Study. Part II pp. 2-20

Barbara Némethová

Specifics of online behavior of Generation Z pp. 21-28

Petronela Klačanská and Lucia Kohnová

Gender and Generation Differences in University Students’ Word-of-Mouth Willingness pp. 29-35

Zoltán Rózsa

The utilisation of multimedia research laboratories in practice. Part I pp. 36-42

Romana Čočková, Peter Štarchoň and Lucia Vilčeková

GDPR Issues from a Marketing Perspective pp. 43-55

Peter Veselý

Volume 13, issue 3, 2018

Selected Aspects of Green Behaviour of Czech Consumers pp. 2-10

Eva Jaderná, Radka Picková, Jana Přikrylová and Karel Samek

The Role of Gender in Salesperson Perception pp. 11-23

Michael Stros, David Říha and Bodo Möslein-Tröppner

Practices used in current marketing communication and comparison of their evaluation from the point of view of customers in the Slovak Republic and abroad pp. 24-39

Katarína Gubíniová, Gabriela Bartáková and Lenka Sloviaková

Impact of GDPR on Banks in Slovakia – Marketing Approach. Part II pp. 40-51

Lucia Kočišová, Tomáš Pikulík, Peter Štarchoň and Martin Šeliga

Evaluation of Eastern-Central European Citizen’s Decision-Making Style – a Comparative Study. Part I pp. 52-58

Barbara Némethová

Volume 13, issue 2, 2018

Integrated marketing communication: Example on the selected retailer pp. 2-12

Vanda Lieskovská and Katarína Petrovčíková

Changes in marketing communication in political marketing in the Slovak Republic in recent years pp. 13-24

Eva Smolková and Samuel Smolka

Comparison of Slovak and Arabic culture III. Opinions about life pp. 25-33

Dana Vokounová and Silvia Hanková

Service Innovation Processes in SMEs in Upper Austria pp. 34-44

Alexandra Fratrič, Margarethe Überwimmer and Robert Füreder

Impact of GDPR on Banks in Slovakia – Marketing Approach. Part I pp. 45-53

Lucia Kočišová, Tomáš Pikulík, Martin Šeliga and Peter Štarchoň

Volume 13, issue 1, 2018

Green Solutions in Automotive Industry pp. 2-11

Eva Jaderná and Jana Přikrylová

Comparison of Slovak and Arabic culture II. Happiness, freedom, trust, religion pp. 12-20

Dana Vokounová and Silvia Hanková

Everyday Internet Use. How Do End Users Use the Mobile Internet? pp. 21-29

Marcus Diedrich

Interpretation of Marketing Theory in Islamic Context pp. 30-38

Veronika Ferenczová and László Józsa

Marketing behind ICO. Part II pp. 39-46

Jozef Metke

Volume 12, issue 4, 2017

Differences of perception of modern and retro-designed packaging of traditional products pp. 2-9

Eva Jaderná, Iveta Broučková and Alena Srbová

Acceptance and Implementation of Social Media-Guidelines in Small and Middle-Sized Enterprises pp. 10-20

Marcus Diedrich

Requirements for product and brand managers in the context of knowledge management in the recruiting adverts pp. 21-32

Zuzana Wroblowská

Comparison of Slovak and Arabic culture I. Life values pp. 33-41

Silvia Hanková and Dana Vokounová

Project method of teaching of Marketing at university pp. 42-50

Eva Jaderná and Martina Beránek

Marketing behind ICO. Part I pp. 51-56

Jozef Metke

Volume 12, issue 3, 2017

Creating value for the customer with industrial services: Selling industrial services is not a matter of price pp. 2-16

Margarethe Überwimmer, Robert Füreder and Christina Roitinger

Study: The hidden impact of word-of-mouth: A system dynamics approach pp. 17-26

Jörg Kraigher-Krainer, Margarethe Überwimmer, Yasel Costa and Andreas Zehetner

Study: Customers engagement with user-generated-content: How do customers use the possibility to create content pp. 27-35

Marcus Diedrich

The power of compliments: A socio-linguistic view into social advertisement pp. 36-46

Dagmar Sieglova

Code of conduct in retail pp. 47-54

Eva Jaderná and Martina Beránek

Volume 12, issue 2, 2017

Study: The use of social media for service delivery: How do end-users use customer service 2.0? pp. 2-11

Marcus Diedrich

Marketing of politics and its influence on electoral behavior pp. 12-22

Samuel Smolka and Eva Smolková

Theoretical view on “food deserts” and on the future of food retailing pp. 23-33

Erika Dudáš Pajerská

The process of corporate design creation – marketer vs. graphic designer pp. 34-42

Zuzana Kupková

Marketing planning process – reflection on the complex of activities that affect all aspects of business life pp. 43-53

Helena Horáková, Marie Švarcová and Lukáš Volf

Volume 12, issue 1, 2017

Adapting a corporate culture to the changing circumstances – cultural change through social media pp. 2-10

Marcus Diedrich

Ongoing trends in European and Central European chemical distribution pp. 10-17

Marcel Kajan

The brand of the National Forest Holding “State Forests” pp. 18-26

Gabriela Roszyk-Kowalska and Piotr Małż

Shopping centers and experiential marketing pp. 27-34

Vanda Lieskovská and Silvia Megyesiová

Valuation practice of trademarks in the Czech Republic pp. 35-40

Monika Harantová and Marie Hesková

Survey of selected marketing aspects in functional urban regions of Slovakia pp. 41-50

Peter Rafaj and Ľubomíra Strážovská

Volume 11, issue 4, 2016

The Czech and Slovak Republics: A cross-cultural comparison pp. 2-13

Jerome Dumetz and Eva Gáboríková

Governance of international distributors through incentive travel programmes: Insights from manufacturing enterprises pp. 14-23

Christian Stadlmann and Magdalena Kass

Hierarchy of values of young people and their attitudes towards immigration pp. 24-31

Dana Vokounová

Marketing problems of subject called Ethical hacking pp. 32-37

Vincent Karovič, Vincent Karovič, Peter Veselý and František Olšavský

Typology of readers: qualitative and quantitative approach in book market segmentation pp. 38-51

Radim Bačuvčík

Volume 11, issue 3, 2016

Strategy Variations in Roadside Outdoor Advertising: A Psycholinguistic Perspective of Czech, German and Bolivian Campaigns pp. 2-17

Dagmar Sieglova

Training Concepts for Industrial Service Staff in an Intercultural Context pp. 18-29

Margarethe Überwimmer, Jovana Tomovic and Robert Füreder

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 pp. 30-41

Sanjay Kumar Rawat

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 pp. 42-49

Ellinor Torsein

Exorcising Dust – a Reflection on Cultural Differences in Understanding Ads pp. 50-57

Rupert Beinhauer and Hildegard Liebl

Volume 11, issue 2, 2016

The deployment of the virtualization environment OpenStack in education. Part II pp. 2-5

Vincent Karovič, Vincent Karovič, Peter Veselý, František Olšavský and Michal Greguš

Change Process in the Context of Corporate Communications: Stages for Exploiting the Potential of Social Media pp. 6-13

Marcus Diedrich

Advertising Reshaped – New Trends Bring New Challenges. How to Cope with Them? pp. 14-24

Sasho Belovski and Eva Caslavova

Green solutions in the automotive industry as part of the corporate social responsibility pp. 25-32

Martin Dolejší, Eva Jaderná and Jana Přikrylová

Measuring Consumer Acculturation – Discussion on a Prospective Approach pp. 33-41

Nitin Gupta

Perception of Offensive Advertising: Cross-Cultural Peculiarities pp. 42-50

Anastasii Klimin and Dmitrii Tikhonov

Volume 11, issue 1, 2016

Neuromarketing. Introduction. Part II pp. 2-21

Magdaléna Samuhelová and Lucia Šimková

Proposition of the blue ocean marketing strategies in collaboration with a partner pp. 22-34

Eva Smolková and Samuel Smolka

Social Marketing – a Concept of Marketing Management pp. 35-42

Anna Mazurkiewicz-Pizło and Wojciech Pizło

The deployment of the virtualization environment OpenStack in education. Part I pp. 43-52

Vincent Karovič, Vincent Karovič, Peter Veselý, František Olšavský and Michal Greguš