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The Development of a Response-Function for Customer Relationship Marketing

Toedt, Michael - International Institute of Social and Economic Sciences - 2014

The paper focuses on the effect of communication on the sales performance within CRM. The paper uses the hotel business … as an example to evaluate if communication within Customer Relationship Management creates loyalty measured by the re … conclusion that an advertising response function for the communication with existing customers should be concave instead of s …

Persistent link: https://www.econbiz.de/10011210275

THE EFFECTS OF RELATIONAL MARKETING ON THE BUSINESS PERFORMANCE: A PRACTICAL STUDY ON THE AUTHORIZED AUTO SALES AGENCIES

ESEN; ZERENLER, MUAMMER; CELEP, EMEL - International Institute of Social and Economic Sciences - 2014

dealer side to the customer side. Today, one of the most important marketing communication tools supporting us to reach …

Persistent link: https://www.econbiz.de/10011210219

Possibilities of social networks usage in the process of brand value building and managing – results of survey focused on the customer's perceptions

Majerová, Jana; Klieštik, prof., Tomáš - International Institute of Social and Economic Sciences - 2014

the following:•the communication policy has a significant impact on brand value perception, what implies the necessity of … the social networks. These findings are as follows:•advertising is suitable tool of the marketing communication only in … the first stages of the brand’s life cycle,•customer's trust into the communication activities of brands realized via …

Persistent link: https://www.econbiz.de/10011210286

THE ROLE OF SOCIAL MEDIA ON ESTABLISHING BRAND VALUE: A CONTENT ANALYSIS ON BANKS IN TURKEY

Ergor, Zeynep Birce; Akagun Ergin, Elif - International Institute of Social and Economic Sciences - 2015

There is an increasing use of social media on a global scale and it has been causing organizations to restructure and adjust their marketing activities. The goal of achieving a sustainable competitive advantage makes it crucial to adapt to the ever-changing trends in the market. Social media...

Persistent link: https://www.econbiz.de/10011275086

CONSUMERS’ ATTITUDES TOWARDS BRAND EXTENSIONS: AN ANALYSIS ON FOOD AND TEXTILE INDUSTRIES IN TURKEY

Akagun Ergin, Elif; Sahin, Nilay - International Institute of Social and Economic Sciences - 2015

Brand extensions refer to use an established brand name in new product or product categories and are extensively applied as a marketing strategy. Brand extension success factors vary according to cultures. Consumers’ attitude towards extensions is modified on the basis of their cognitional...

Persistent link: https://www.econbiz.de/10011275094

The relationship between Purchase Intention and Product Involvement: The role of Brand Attitude as a mediator on this relationship

Butt, Adnan - International Institute of Social and Economic Sciences - 2014

This study tests the relationship between the product involvement (Pd. Inv) and purchase intention (PI) and the mediating role of Brand Attitude (BA) in the relationship between Product Involvement (Pd. Inv) and Purchase Intention (PI) by using a sample of 450 people. With reference to previous...

Persistent link: https://www.econbiz.de/10011207187

French, Spanish and Italian Model of Functioning of a Social or a Solidary Economy

Pongrácz, Eva - International Institute of Social and Economic Sciences - 2015

Advanced EU economies support and develop the social economy and social entrepreneurship, which contributes to building competitiveness and performance of the country. The concept of the social economy is not viewed uniformly in all Member States. France is considered the cradle of the...

Persistent link: https://www.econbiz.de/10011276149

Selected cultural dimensions determining a shift to the knowledge economy in small and medium-sized enterprises

Krninská, R; Duspivová, Marie - International Institute of Social and Economic Sciences - 2014

Corporate culture has recently been an increasingly discussed topic. Experts and enterprises themselves are increasingly dealing with how to arrange it so that the employees were motivated to higher performance, loyalty to the company without any additional cost. All of these factors contribute...

Persistent link: https://www.econbiz.de/10011209939

The The Role of Social Responsibility and the Growth Perspectives in Business (The case of Georgia))

Chokheli, Eka - International Institute of Social and Economic Sciences - 2015

, efficiency of communication with the public and for sustainable development and ensuring stability. Social responsibility has …

Persistent link: https://www.econbiz.de/10011275033

ROMANIAN MANAGERIAL APPROACHES

Rusu, Liviu Dumitru - International Institute of Social and Economic Sciences - 2015

Globalization has deeply turned the macroeconomic environment as well as the behaviour of organizations on the global market. Increasingly fierce competition on this market has contributed to the emergence and crystallization of the euro management which was called upon to respond to this...

Persistent link: https://www.econbiz.de/10011276171