Showing 1 - 10 of 285
Marketing has changed significantly since it first emerged as a distinct business and management phenomenon. We … identify some of the major factors causing the observed change in marketing practice. We then describe a classification scheme … that is based on transaction marketing and relationship marketing, each of which is characterised using five marketing …
Persistent link: https://www.econbiz.de/10014945941
Having finally embraced the concept of marketing, banks enter the new millennium in a increasingly competitive and … Internet as a relationship marketing tool. There was unanimous agreement that the Internet had a key role to play in …
Persistent link: https://www.econbiz.de/10014945857
Marketing practice is increasingly being affected by new technologies, creating opportunities and threats for marketing … key players at board level. It has been argued that marketing's focus needs to move to internal management and …
Persistent link: https://www.econbiz.de/10014945914
Purpose – A fundamental internet marketing challenge is that consumers can quickly move from seeks to one web site to … issues associated with internet marketing. Design/methodology/approach – A two‐year participant observation study in a UK … tourism marketing organisation is provided in order to demonstrate a web site design approach in action. Findings – Existing …
Persistent link: https://www.econbiz.de/10014946001
performance (OP), both financial and marketing, and the influence of holding a strategic market orientation (MO) where customer …‐base volatility is taken into account. Design/methodology/approach – A sample of 167 marketing organisations in Australia was surveyed … it has yet to be fully integrated into the marketing strategy of many organisations. The study finds that traditional …
Persistent link: https://www.econbiz.de/10014946140
Purpose – This paper aims to look back at Michael Thomas' 1999 thesis regarding the impact on marketing of the … therefore the goal of this paper is to identify the empowering or exclusionary effects of IT on marketing is shown to be an … and more of marketing interactions would become computer‐based. Its precise effects however are less clear. On the one …
Persistent link: https://www.econbiz.de/10014946246
Purpose – To show how the conceptual framework of the marketing discipline can be radically revised and rethought, to …‐first century. Design/methodology/approach – Commissioned as a viewpoint, with permission to “think aloud”. Findings – Marketing … thinkers need to broaden their horizons, look at the marketing phenomenon as consumers experience it, and be prepared to learn …
Persistent link: https://www.econbiz.de/10014946044
in that it seeks to see whether the art experiences can inform generic marketing models, rather than whether generic … marketing models can inform arts marketing.  …
Persistent link: https://www.econbiz.de/10014946179
examined in the relationship-marketing context. The purpose of this paper is to develop a framework describing the fundamentals … of ethical relationship marketing and analyses the content of six selected textbooks on the subject. Design …/methodology/approach – The paper sheds light on ethics in a significant marketing sub-discipline, i.e. relationship marketing. Findings – The …
Persistent link: https://www.econbiz.de/10014946964
Purpose – The purpose of this paper is to examine online community loyalty through an extension of the theory of planned behaviour by incorporating motivational drivers of enjoyment and compatibility and the moderating role of consumer traits. Design/methodology/approach – Data were...
Persistent link: https://www.econbiz.de/10014947073