R&D-marketing integration is considered to be a critical activity within New Product Development (NPD). A theoretical framework for the study of R&D-marketing integration levels developed by Gupta et al (1986) is one of the most widely cited R&D-marketing integration frameworks in scientific literature. It is based on the presumption that strategy, environmental, organizational and individual factors are those determining R&D-marketing integration levels and consequently NPD success. Several empirical studies have been conducted to test this framework, however most of them have dealt only with portions of Gupta et al (1986)'s model. This paper is an attempt to put forward and test an integrated research protocol for the study of R&D-marketing integration, based on this theoretical framework. Empirical evidence gained from a questionnaire survey and two company case studies show, that people active within the R&D-marketing interface perceive the studied constructs as relevant for R&D-marketing integration, thus giving confirmation to Gupta et al (1986)'s model. The presented research protocol can therefore be considered as a valid start into R&D-marketing integration research within an integrated framework.

Objective: Readability has been claimed to be an important factor for understanding texts describing health symptoms and medications. Such texts may be a factor which indirectly affects the health of the population. Despite the expertise of physicians, the readability of information sources may be important for acquiring essential treatment information. The aim of this study was to measure the readability level of medicines promotion material in Slovenia. Methods: The Flesch readability formula was modified to comply with Slovene texts. On the basis of determining the Slovene readability algorithm, the readability ease related to the readability grade level of different Slovene texts was established. In order to estimate an adjustment of the texts to the recommended readability grade level of the targeted population, readability values of English texts were set. One sample t-test and standard deviations from the arithmetic mean values were used as statistical tests.Results: The results of the research showed low readability scores of the Slovene texts. Difficult readability values were seen in different types of examined texts: in patient information leaflets, in the summaries of product characteristics, in promotional materials, while describing over-the-counter medications and in the materials for creating disease awareness. Especially low readability values were found within the texts belonging to promotional materials intended for the physicians. None of researched items, not even for the general public, were close to primary school grade readability levels and therefore could not be described as easily readable. Conclusion: This study provides an understanding of the level of readability of selected Slovene medicines information material. It was concluded that health-related texts were not compliant with general public or with healthcare professional needs.

Purpose-Mobile communication has become an integral part of people's lives in recent times. Consumers' purchasing behaviors have been found to be infl uenced by their attitudes towards mobile advertising. This study explored the usability of lifestyle segmentation to fi nd diff erences among consumers and assessed the relationship between consumers' attitudes toward mobile advertising. Design/Methodology/Approach-The study is based on primary data collected through a survey questionnaire on a consumer sample in Pakistan. The study surveyed 166 respondents and categorized them into three diff erent lifestyle groups: self-indulgents, experiencers, and traditionalists. Factor analysis and cluster analysis techniques were applied on the data to identify lifestyle segments, whereas a one-way ANOVA test was used to fi nd signifi cant lifestyle diff erences among mobile device users as regards their attitudes and behaviors towards mobile advertising. Findings and implications-Signifi cant statistical differences were found among lifestyle segments in terms Sažetak Svrha-Mobilna je komunikacija postala sastavni dio života ljudi u novije vrijeme. Ustanovljeno je da su kupovna ponašanja potrošača pod utjecajem njihovih stavova prema mobilnom oglašavanju. Istraživanje je ispitivalo iskoristivost segmentacije na temelju životnoga stila za pronalaženje razlika među potrošačima i procjenu odnosa između stavova potrošača prema mobilnom oglašavanju. Metodološki pristup-Istraživanje se temelji na primarnim podatcima prikupljenim putem anketnih upitnika na uzorku potrošača iz Pakistana. Ono je obuhvatilo 166 ispitanika i razvrstalo ih u tri različite skupine prema životnom stilu: lagodni, iskustveni i tradicionalni. Primijenjene su faktorska i klasterska analiza kako bi se identifi cirali segmenti na temelju životnoga stila, a analiza varijance korištena je za pronalaženje značajnih razlika među korisnicima mobilnih uređaja prema njihovom životnom stilu, u odnosu na njihove stavove i ponašanja prema mobilnom oglašavanju. Rezultati i implikacije-Značajne statističke razlike pronađene su među segmentima životnoga stila u od

No abstract

No abstract