Vol. 49 No. 1 (2015)

Published: 2015-01-01

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Preface of the Editor

László Szerb

3-4
- PDF (Magyar)
“I become what I buy and I buy who I want to be” - The implications of the holistic consumer identity theory for marketing

Ágnes Hofmeister-Tóth, Péter Nagy

5-17
- PDF (Magyar)
Digital identity of the generation Z in social media

Tímea Falmann

18-29
- PDF (Magyar)
E-purchase quality perception in the case of a Hungarian online bookstore

Ildikó Kemény, Judit Simon

30-42
- PDF (Magyar)
Generation Y and air travel - The influence of young people’s values and motives on their traveling habits

Éva Málovics, Szabolcs Prónay, Beáta Kincsesné Vajda

43-57
- PDF (Magyar)
Cross-Cultural Management Aspects in Case of Hungarian Small- and Medium-Sized Enterprises

Júlia Szőke

58-70
- PDF (Magyar)
The entrepreneurial perceptions and motivations of Hungarian students: an empirical study

Szilveszter Farkas, Judit Koltai, Lívia Lukovszki

71-86
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Book review

Pavluska Valéria: Kultúramarketing elméleti alapok és gyakorlati megfontolások. Akadémiai Kiadó, Budapest, 2014. (449 o., ISBN 978-963-05-9529-2)

János Fojtik

87-88
- PDF (Magyar)

Full edition

Marketing & Management 2015/1.

Marketing & Menedzsment Szerzők

88, [2]
- PDF (Magyar)