Titlebook: Let‘s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era; Proceedings of the 2 Michael W. Obal,Nina Krey,Christian Bushardt

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How Can an Assortment Be Reduced Without Changing the Perception of Variety? A Study of the Isolate saturation of retail space and on the other the growing number of hard discount and convenience stores. Hence the need to reduce costs and consequently the assortments offered in all existing formats of mass food retailing. In this context, many studies focus on all decisions concerning the selecti

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Practices of Business Sustainability: Models and Cases,ainable business models) and organizational challenges (i.e. difficulties associated with the planning, implementation and evaluation of sustainable business models in the marketplace and society); and (ii) the evolution of economic effects, social boundaries and environmental actions in sustainable

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Re-engineering the Brand Portfolio Following Mergers and Acquisitions (M&A): A Conceptual Frameworkillustrated by regular additions and deletions to product portfolios. Environmental change may open up opportunities to expand the product portfolio into new market segments, or it may cause some previously successful brands in the portfolio to lose their attractiveness (Hill et al. 2005).

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Investigating Global and Traditional Hispanic Culture in Hispanic TV Advertisements,globalization. To address this theoretical gap in the advertising literature, we draw knowledge from semiology to evaluate the plots and stories used in promoting local traditional Hispanic culture and global culture in advertisements from Spanish language network television in the United States..St

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Is Our Understanding of Other-Emerging Markets Blurred by Bric-focused Market Characteristics? ShetIC emerging markets to “other-emerging markets.” BRIC emerging markets include Brazil, Russia, India and China. According to Sheth (2011), other-emerging markets include countries in the Middle East, Latin America, Central Asia and Africa. The popularization and overgeneralization of market characte