communication and a confident approach. Originality/value – Draws together detail of oversees, marketing and product strategies.  …

Writing nearly 20 years ago, Robert Heller emphasized marketing’s focus on the constant and systematic study of what … products a company should be offering, when and at what price. Marketing, said Heller, is the part of the company that should …

. Findings – Once upon a time attracting and retaining customers depended largely on an organization's marketing clout. It was …

Purpose – Highlights the advantages of relationship marketing though a case study of Cervena, an “ appellation … development of the Cervena total quality program, and the unusual marketing strategy that helped the product to succeed in the USA … than a third of top restaurants in the USA now serve Cervena. Originality/value – Argues that relationship marketing was …