// EDITORIAL

The idea of developing a Marketing Trend Radar

Klaus-Peter Wiedmann, Jean-Claude Andreani, Umberto Collesei, Françoise Conchon, Chris Halliburton, Abraham Koshy, José Mugica, Paulo de Lencastre, Taihong Lu, Jean-Louis Moulins and Tiziano Vescovi

// PRODUCT INNOVATION

Customer knowledge competence, consumer insight interpretive techniques and competitive advantage of the firm

Luigi Cantone and Pierpaola Testa

// INTERNET

Modellgestützte Präeferenzanalyse im Internet als Grundlage für eine kundenorientierte Angebotspolitik / Offering Customer-oriented Products on the Internet Using Model-based Preference Analysis

Reinhold Decker and Sören W. Scholz

// LOYALTY PROGRAM

Programme de fidélité associant deux détaillants concurrents: effets sur le comportement d'achat des utilisateurs / Loyalty program bringing together two competing retailers: effects on users' shopping behavior

Jean Frisou, Hélène Yildiz and Laurent Flores

// TOURISM

Determinantes y consecuentes de la satisfaccion hacia ek turismo rural: el efecto moderador de la experiencia previa / Determinants and consequences of satisfaction with rural tourism: the moderating effect of previous tourists' experience

Salvador del Barrio Garcia, Maria Frias Jamilena and Lorenza Lopez Moreno

// ADVERTISING

The Effectiveness of Slow and Fast paced TV Commercials: some Experimental Empirical Results

Irene Roozen and Kristin Blondé