In its market relations, the organization sets direct or indirect contacts with various public categories, which are part of the internal or external environment. The profitability of such interactions is obtained by using communication techniques, media and messages that may prove to be a real...

In its market relations, the organization sets direct or indirect contacts with various public categories, which are part of the internal or external environment. The profitability of such interactions is obtained by using communication techniques, media and messages that may prove to be a real...

The relational marketing theoretical framework represented an important direction in respect of drafting the present scientific study. The fundamental truth acknowledged, by many authorities that decisively contributed to building the theoretical frame within the specific field, is that the most...

Consumer responses to clearance sales, both in terms of consumer satisfaction with the decision process and in terms of subsequent store-choice behaviour, have been analysed in this paper through four controlled experiments conducted in Mexico in reference to consumer choice and...

Arousal among young consumers plays a key role in buying decisions. One of the challenges for success in retailing is to enhance the in-store ambience to influence the young consumers for prolonged stay in the store for shopping and explore the zone of experience of new products. This paper...

Consumer value may be defined as a tool to measure the prolonged satisfaction and an on-going propensity to buy the product and services. Though there are many issues floating in an on-going debate about the consumer value, it may be argued that the consumer value in terms of the level of...

Brands are successful because people prefer them to ordinary products. In addition to the psychological factors already mentioned, brands give consumers the means whereby they can make choices and judgments. The secret to successful branding is to influence the decisions the way in which...