Why do some companies tend to succeed in their attempts at not only attracting customers who tend to repeat their purchase of that company's specific brand, but also tend to have these customer's become "brand advocates" in attracting new customers for that company? In this e-book, the concept...

Because consumers can vary greatly in the nature of their relationship with a service provider, it is reasonable to expect that a wide range of different values may influence consumption behavior. Additionally, consumers’ values composition may predispose them to interpret their relationships...

In this study, a framework is developed that can be used to build “Web equity”, which is defined as consumer familiarity and perceptions about a Web site. The framework is rooted in traditional brand equity dimensions (brand awareness and brand image) and is supported by four categories of...

Customer loyalty presents a paradox. Many see it as primarily an attitude‐based phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programs. However, empirical research shows that loyalty in...

Reviews the evolution of marketing to date. Discusses the different stages of transaction marketing and relationship marketing. Goes on to discuss a new marketing system called developmental relationship marketing. The system integrates concepts and approaches used in both transaction marketing...

Asserts that since there are new competitors in almost every industry, businesses are needing to adapt their systems to more effectively meet the needs of customers. Argues that in this climate customer‐centric marketing is more effective than product‐oriented marketing. Decribes the...

Asserts that there are two approaches to successful database marketing: cognitive and behavioral analysis. In this way, marketers can garner a clear understanding of what customers and prospects “look like”. Reviews the processes involved in database marketing. Suggests to marketers the best...

The paper examines the current state of relationship marketing in the consumer services market. It questions whether relationships are mutually beneficial to suppliers and customers and argues that the relationship is managed by the retailer primarily for their gain whereas the customer might...

Notes that the role of brand as more than just a marketing communications icon is increasingly obvious to leading businesses. Brand drives nearly two‐thirds of customer purchases and impacts nearly every function area of the business. It stands to reason, then, that extending the equity of the...