When deciding about changes in levels of multiple marketing investments aimed at improving profits, managers need to know whether they are on the uphill side or the downhill side of the profit function with respect to each investment variable. Spending errors made by an uphill-located firm that believes that it is a downhill-located firm can have serious consequences. This article offers an eco...

This paper advocates the merits of a holistic qualitative research method and analysis as being the most penetrative method for determining the decision making process of SME owner-managers. This holistic method is refined in use and illustrated in an example of assessing the processes and outcomes of SME decision making in respect of the ‘product’ aspects of marketing activity. The methodology...

a r t i c l e i n f o Keywords: Strategic marketing planning Industrial marketing Fuzzy cognitive map The relevance problem Design science Industrial marketing planning is a typical example of an unstructured decision making problem due to the large number of variables to consider and the uncertainty imposed on those variables. Although abundant studies identified barriers and facilitators of e...

introduction: having a desirable image in a market can be considered as an asset for an organization. therefore, using proper approaches, managers of such organizations must monitor and manage the image of their organizations in order to achieve their organizational goals and their customer’s satisfaction. as an important sector of every society, managers of hospitals also must try their best t...

The role and importance of various marketing activities within a company is a function of numerous internal and external factors, including those that are typical of transitional economies. These factors are integrated and shaped by managerial perceptions about their overall importance and suitability at a specific moment. Authors analyze opinions among managers of Lithuanian companies about th...

This paper presents the results of our PhD work recently completed at the research institute of transportation and logistics CRET-LOG, University of the Mediterranean (Aix – Marseille II, France). We apply Morgan and Hunt’s (1994) 5 “commitment – trust theory of relationship marketing” to a new arena : vertical eco-marketing and reverse distribution channels preparing recycling activities. Our ...