Skepticism about advertising: a comparison of East and West German consumers

Article Abstract:

Forecasts regarding consumer skepticism towards economics of information-based advertising in Central European countries are examined. A sample of 100 female consumers from West Germany and 100 from the East are acquired. Results show that West German consumers are more skeptical as compared to their East German counterparts as far as subjective advertising claims are concerned. Moreover, the study also revealed differences between US and German consumers.

Advertising, Consumer Behavior, Research, Beliefs, opinions and attitudes, Public opinion, Germans

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In search of generic launch strategies for new products

Article Abstract:

Managers tend to utilize interdependent decisions in creating new product launch strategies. Results of an analysis involving more than 900 manufactured goods new product launches revealed that majority of the decisions made by managers in creating new product launch strategies are influenced by previously made choices related to product development process. The complexity of new product development project strategy was also established.

Product Development, Management

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The intersection of modelling potential and practice

Article Abstract:

A framework is proposed in which marketing modelling applications occur, focusing on statistical modeling, consumer behaviour and managerial research.

Models, Marketing, Marketing models

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