Marketing Science & Inspirations

2015 - 2025

From Comenius University in Bratislava, Faculty of Management
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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

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