Contributes to the development of a model of Internet offerings, labelled the NetOffer model, by analysing data from an Internet‐based case, cinema ticket sales on the Internet. The objective is not to test hypotheses about Internet offerings, but to develop an understanding of the nature of...

The generally accepted means of implementing the marketing concept is the model of the marketing mix (or the 4Ps). But despite its almost universal application, this model is highly limited and specific: it was developed in the US, from research on consumer packed‐goods and durables. Recent...

In this article the marketing strategy continuum concept is presented and a number of marketing and management consequences are discussed. It demonstrates the need for a marketing concept which allows a variety of approaches to marketing. The nature of a relationship approach to marketing...

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that...

Discusses the logic of the re‐emerging relationship approach to marketing and presents key strategic as well as tactical implications for a firm attempting to apply a relationship marketing strategy. Notes that major changes in the business philosophy may be required if relationship marketing...

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that...

Purpose – The field of service research has devoted considerable attention to the customer’s role as value creator, but there is a lack of research on understanding customers’ psychological processes in value creation. The purpose of this paper is to highlight the importance of...

Purpose – The service management literature emphasizes the importance of communication, but language difficulties can make communicating in business settings more difficult. The purpose of this paper is to address consumer willingness to communicate in a second language to identity the...