Conflict and rivalry are among the main reasons why human beings form groups and they determine what goes on within and between groups. However, why is threatening competition such a strong driver of brand community? How, where and why does rivalry or oppositional loyalty manifest itself within...

Operating in a progressively more competitive and turbulent environment, nonprofit organizations are beginning to recognize the need to become more "businesslike" and of the value of marketing in achieving a competitive advantage. Whilst marketing alone is not purported to be a "quick-fix"...

For most of its existence advertising has focused on attracting customers. More recently, enlightened organisations have recognised the need to expand their communications efforts to incorporate all stakeholders, not only end-users. The marketing literature has begun to address stakeholder...

While the managerial rationale for adopting customer relationship management (CRM) has been fairly well articulated in the literature, research on strategy development is scant. Moreover, reports of “CRM failures†in the popular business press have done little to inspire confidence. To...