Similar Search Results

Relationship marketing: a concept beyond the primary relationship

Kandampully, Jay; Duddy, Ria - In: Marketing Intelligence & Planning 17 (1999) 7, pp. 315-323

Asserts that an organisation’s ultimate goal of maintaining a loyal customer base transcends the obvious primary relationship of the organisation and its customers. The customer’s estimation of the value of the product/service is influenced by the inter‐relationships (secondary...

Persistent link: https://www.econbiz.de/10014946675

Barriers to practical use of academic marketing knowledge

Grundvåg Ottesen, Geir; Grønhaug, Kjell - In: Marketing Intelligence & Planning 22 (2004) 5, pp. 520-530

It is commonly assumed that a prime purpose of developing research‐based marketing knowledge is that it should be useful to marketing managers and other practitioners. However, evidence suggests that academic marketing knowledge is only to a limited degree utilised in practical life. It is...

Persistent link: https://www.econbiz.de/10014945930

Marketing planning and digital customer loyalty data in small business

Donnelly, Christina; Simmons, Geoff; Armstrong, Gillian; … - In: Marketing Intelligence & Planning 30 (2012) 5, pp. 515-534

Purpose – Retailer loyalty card marketing intelligence presents actual customer purchasing preferences, competitor activities and performance. Typically, extant literature implies that larger firms with formal marketing planning approaches will be more able to leverage it, structured as it is...

Persistent link: https://www.econbiz.de/10014946313

Barriers to market orientation: the view from the shopfloor

Harris, Lloyd - In: Marketing Intelligence & Planning 16 (1998) 3, pp. 221-228

Marketing theorists and practitioners have for many years extolled the need for and the value of developing a concept which has become known as a “market orientation”. Indeed, since the early 1950s a variety of researchers have argued that a market orientation is frequently associated with...

Persistent link: https://www.econbiz.de/10014946621

In search of market orientation

Brady, Norman - In: Marketing Intelligence & Planning 22 (2004) 2, pp. 144-159

The growth in literature on relationship marketing which accelerated during the 1990s continues apace in the twenty‐first century. However, as a number of authors have noted, to date, little empirical evidence of relationship marketing strategies has been presented. This article focuses on...

Persistent link: https://www.econbiz.de/10014945906

Relationship quality in business to business: a cross‐cultural perspective from universities

Segarra‐Moliner, Jose‐Ramon; Moliner‐Tena, … - In: Marketing Intelligence & Planning 31 (2013) 3, pp. 196-215

Purpose – The objective of this study is to analyse relationship quality in a business‐to‐business context. Given that the relationship between market orientation and customer‐perceived service quality is well known in the area of higher education, this paper draws on its antecedents to...

Persistent link: https://www.econbiz.de/10014946339

Telecommunications issues: the marketing managers’ viewpoint

Willems, John R.; Ketler, Karen - In: Marketing Intelligence & Planning 17 (1999) 3, pp. 127-135

the quality of their telecommunications training. The responses of the marketing managers identified three categories of … the quality of their training. Marketing managers expressed major dissatisfaction with all areas of telecommunications … training, but especially in the advanced applications and managerial issues. Rather than placing emphasis on the strategic …

Persistent link: https://www.econbiz.de/10014946654

Marketing Strategies and Practices in the Contemporary Environment

Wright, Gillian - 2014

The current economic and social crisis has affected many aspects of contemporary business life. Marketing, as the cornerstone function of a firm, has also been dramatically affected. Marketing strategies and practices adopted by enterprises in the present Contemporary Environment have been...

Persistent link: https://www.econbiz.de/10012678295

New technology and the changing role of marketing

Tapp, Alan; Hughes, Tim - In: Marketing Intelligence & Planning 22 (2004) 3, pp. 284-296

Marketing practice is increasingly being affected by new technologies, creating opportunities and threats for marketing practitioners. Much of the literature has concentrated on effects external to the firm such as the Internet's impact on market structure, or new business paradigms. However,...

Persistent link: https://www.econbiz.de/10014945914

Relationships in business‐to‐business marketing – how is their value assessed?

Blois, Keith J. - In: Marketing Intelligence & Planning 17 (1999) 2, pp. 91-102

An investigation which collected information within four countries sought to understand the views of marketing managers in industrial markets regarding their relationships with their organizational customers. The managers interviewed showed little awareness of the formal concept of relationship...

Persistent link: https://www.econbiz.de/10014946651

1
2
3
4
5
6
7
8
9
10
Next
Last