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Verlag C.H.Beck, München 2019
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Volume 41 (2019), Edition 2
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2019
Summary
Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice.Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles.The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B.For more information for authors and subscribers, see www.marketing-zfp.de.
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Bibliographic data
- ISSN-Print
- 0344-1369
- ISSN-Online
- 0344-1369
- Publisher
- Vahlen, München
- Language
- German
- Product type
- Volume
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Verlag C.H.Beck, München 2019
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The use of erotic advertising is one of the most frequently used strategies to promote brands. In practice, this strategy is used for brands from product categories with a high or low natural fit to eroticism and for low-price and high-price brands....
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Although past research confirmed that consumers are aware of the ecological and social implications associated with their own consumption choices, studies have frequently observed a discrepancy between attitude and actual behaviour. This...
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Granting discounts is a prominent monetary pricing tactic employed to boost sales. Extant research, however, provides contradictory results on the effectiveness of varied degrees of discounts. Better-performing, non-monetary promotion became the...
Verlag C.H.Beck, München 2019
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