Titlebook: New Meanings for Marketing in a New Millennium; Proceedings of the 2 Melissa Moore,Robert S. Moore Conference proceedings 2015 The Editor(s

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Determinant Skills for Developing Effective Marketing Curriculum,n be summed up as a methodology that seeks to ensure that marketing graduates have the knowledge/content and skills that are most important for them to achieve future success in marketing—whether it is an advanced degree or a professional endeavor. The authors present ten skill/trait areas of concer

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,Determinants of Teenagers’ Brand Buying Behavior — Development of a Structural Equation Model,fy personal and social determinants of teenagers’ brand buying behavior. Second, the model is empirically tested with regard to three fashion brands. The findings may help companies to differentiate their offers and to create brand preferences.

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,College Students’ Perceptions of the Influence of Advertising and Price Versus Non-Marketer-Controlurchases of brand name athletic shoes and clothing. Results showed that non-marketer-controlled factors, most notably peer influences, were more important than those controlled by marketers, especially for first-time purchases and for young women.

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,The Effectiveness of the Implementation of a Competitive Marketing Strategy — a Model,model which contained both internal factors affecting the implementation and external factors including interest rates, petrol prices and market demand, competitor marketing mix decisions were included.

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,Timing, congruence, attractiveness and value: The impact of premium Characteristics on consumers’ pontext of a computer purchase: the attractiveness of the premium, the extent to which it fits the product category, the reception delay of the premium, and the mention of its value. The results show that these factors had interactive effects on consumer reactions. Thus, although the attractiveness o