Marketing Science & Inspirations

2015 - 2025

From Comenius University in Bratislava, Faculty of Management
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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

Volume 10, issue 4, 2015

Customer feedback in retailing: barriers and incentives. Part II pp. 2-5

Petra Solarová

Social Media Marketing in Hotel Organizations and the Process of Creating Value in a Cross-Cultural Environment – an International Case Study pp. 6-17

Karin Högberg

Supplier Selection Criteria and the Role of Emotions: An Exploratory Study in an Upper-Austrian Setting pp. 18-33

Andreas Zehetner and Marijan Simek

Social marketing as a powerful motivational tool for behavioral change pp. 34-46

Lukáš Vartiak

Neuromarketing. Introduction. Part I pp. 47-55

Magdaléna Samuhelová and Lucia Šimková

Volume 10, issue 3, 2015

Market Entry Mode Predictors: Evidence from Austrian Companies Targeting Central European Markets pp. 2-10

Sophie Wiesinger and Pavel Štrach

B2B-Marketing Communication Strategies in CEE pp. 11-19

Margarethe Überwimmer, Teresa Gangl and Sophie Wiesinger

Austrian Sales Partner Management in CEE Countries pp. 20-28

Sophie Wiesinger, David Humbarger, Margarethe Überwimmer and Robert Fuereder

Marketing situation analysis as a tool for strategic process of marketing managers pp. 29-38

Helena Horáková and Marie Švarcová

Customer feedback in retailing: barriers and incentives pp. 39-45

Petra Solarová

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? pp. 46-57

Anastasii Klimin, Dmitrii Tikhonov and Katsiariyna Izbash