In diesem Papier wird das Marketing deutscher Nahverkehrsbetriebe unter besonde-rer Berücksichtigung der Werbung ihres Branchenverbands analysiert. Es wird nach-gewiesen, dass sich die leitbildenden Konzeptionen und Kampagnen auf überholte Annnahmen aus den 1980er Jahren beziehen und damit dem...

We estimate the joint impact of the frequency reward and customer tier components of a loyalty program on customer behavior and resultant sales. We provide an integrated analysis of a loyalty program incorporating customers' purchase and cash-in decisions, points pressure and rewarded behavior...

The paper evaluates the usefulness of customer lifetime value (CLV) as a metric for marketing budget allocation by developing a framework that enables managers to maintain customer relationships proactively through different elements of marketing mix, in order to maximize CLV. The analysis is...

Over the last two decades studies have demonstrated the importance of goal orientations in the context of selling and established a body of the main antecedents and outcomes. A closer look at the empirical findings reveals that the relationship between goal orientations and performance remains...