Purpose The paper addresses the following research question: how do decision-makers use heuristics in their international business (IB) environment? Whereas, literature has focused on entrepreneurial companies, here contrasting approaches to learning and using marketing (IM) decisions are examined discussed. Design/methodology/approach aims address a gap study of micro-foundations international...

‘CoronaVirus’ is a hard hit on both Millennial consumers and marketers. It forced marketers to do the usual activities of buying selling differently. Panic herd mentality was widely noticed among millennials. Their unusual behavior which reflects during crisis highly influenced by environmental stimuli. From this study, it found that there has been significant behavioral shift global millennial...

Advertising used to be heavily controlled by marketers. The role of a consumer in advertising realm is merely a passive viewer. Thanks to the developments of media technology, consumers start to obtain powers in controlling ad viewing and shaping ad appearance through diverse advertising forms. Such powers obtained by consumers represent the coming of a new era of advertising, in which consumer...

A key challenge facing business marketers surrounds developing a deeper understanding of customer needs. We conceptualize that challenge as having three dimensions: calculating, creating, and claiming value. We discuss key problems, new developments and research challenges in each of these three domains and note the desirability for a deeper collaboration between academics and practitioners to ...

A key challenge for companies is to manage customer relationships as an asset. To create an effective toolkit for the analysis of customer relationships, a combination of relational databases and fuzzy logic is proposed. The fuzzy Classification Query Language allows marketers to improve customer equity, launch loyalty programs, automate mass customization, and refine marketing campaigns.

In field-capital theory, people acquire economic, social and cultural capital which they deploy in social arenas known as "fields" to compete for positions of distinction and status. Competitive behaviour in these fields is of interest to marketers. Examining human behaviour through the lens of field and capital theory highlights the importance of the competition motive in explaining consumers'...