A new marketing paradigm called “one‐to‐one marketing,” or “relationship marketing,” shows promise as an innovative alternative to mass marketing. This one‐to‐one approach uses advanced information technology to give an enterprise the ability to develop relationships with...

Purpose – The authors posit that leading companies are achieving competitive advantage by designing their information system and operations to protect and promote each customer's interest proactively. Design/methodology/approach – Called “extreme trust,” this approach requires a...

Discusses the reasons for the high number of failures of first marketing directors within organizations. Analyses the problems involved in hiring first‐time marketing directors and offers solutions that increase both the chances of survival of the marketing director, and the firm′s marketing...

Examines the problem of selecting new marketing directors and the high failure rate among new marketing personnel. Contends that the failure of first‐time marketing directors is not automatic; identifies the problems involved in hiring first‐time directors and offers specific steps that a...