Statement of the issue: The problem statement of the dissertation is, “To examine the marketing communication strategy of Mc Donald's in UK, its impact on the buying behaviour of consumers and examination of factors contributing to the success or failure of the brand”. Importance of the...

The selection of a suitable customer lifetime value (CLV) model is a key issue for companies that are introducing a CLV managerial approach in their online B2C relationship stores. The online retail environment places CLV models on several specific assumptions, e.g. non-contractual relationship,...

The purpose of this research is to know the most effective factor that has a relationship with the brand equity of Disney at Disney shop, DLF Mall, Noida, India. The factors that are tested in this research include brand awareness, brand image, perceived quality, brand association, and brand...

Tacit knowledge (TK) is a core value element important for obtaining a competitive edge for Customer Relationship Management (CRM). CRM is recognized of high value for integrating knowledge in marketing function. The focus on explicit knowledge so far has resulted in neglecting the importance of...

The purpose of the study on which this article is based, was to interrogate the relationship marketing practices of small retailers in South Africa. The researcher also explores the impact of relationship marketing practices on the performance of small retailers in South Africa (SA). Objectives...

Loyalty programs are a widespread marketing tool whose contribution to a company's economic success is still being questioned. From a marketing relationship perspective, they cannot be terminated easily and their elimination has to be reasoned. This qualitative study examines why companies end...