Authors: Nadiia Artyukhova, ORCID: https://orcid.org/0000-0002-2408-5737 PhD, Associated Professor, Sumy State University, Ukraine Jan Krmela, https://orcid.org/0000-0001-9767-9870 University of Pardubice, Czech Republic Vladimira Krmelova, https://orcid.org/0000-0002-3822-3416 Alexander Dubcek Trencin, Slovak Dastan Ospanov, https://orcid.org/0000-0003-0401-180X Saken Seifullin Kazakh Agrotech...

Technology is creating customer choice, and choice is altering the marketplace. Gone are the days of the marketer as salesperson. Gone as well is marketing that tries to trick the customer into buying whatever the company makes. There is a new paradigm for marketing, a model that depends on the marketer's knowledge, experience, and ability to integrate the customer and the company. Six principl...

Marketing is under increased pressure to demonstrate its economic value to the firm. The challenge is exacerbated by the fact that marketing uses attitudinal (e.g. brand awareness), behavioral (e.g. brand loyalty) and financial (e.g. sales revenue) performance metrics, which, unfortunately, do not correlate highly with each other. Thus marketing initiatives could be viewed as successful by one ...

Mangoes account for approximately half of all tropical fruits produced worldwide. India is the largest mango producer, accounting for about half of the global mango production. But, less than five per cent of the produced mangoes are processed and mango pulp is the main export product both in terms of volume and value. Contract system is the major marketing system in the supply of mangoes becau...