Relationship marketing is a strategy to obtain a competitive advantage in tourism destinations. The term is defined as marketing activities for creating and maintaining customer loyalty. Despite the fact that creating customer loyalty is the main objective of relationship marketing, there is...

With the globalization, the information age has revealed a new understanding of doing business in which the competition is more intense. This new understanding has changed the customers' buying behavior and the factors affecting them. The power in the change relationship established between the...

Managing customer value by offering qualitative services is considered a critical component of the marketing strategies. Customer value ensures the loyalty buiding. Orientation towards the customer, keeping in contact with customers, and a commitment to live up to customer expectations are the...

The purpose of the paper is to propose a set of research perspectives for therelationship marketing theory. A comprehensive literature review is undertaken which entails threedifferent understandings of relationship marketing. First, relationship marketing is considered as amarketing strategy...

In the last few decades, both marketing theory and practice have gone through a transformation process, from the approach based on the marketing mix concept (the traditional/transactional approach in marketing) to a relationship-based approach. As a strategic orientation, relationship marketing...

Marketing concept is widely applied in the contemporary conditions of business operations at the tourist market. However traditional marketing concept is more and more subjected to essential changes, firstly through strategic orientation of tourist companies and tourist destinations which are...

This article introduces the Emergency Purchasing Situation (EPS) as a distinct buying context. EPSs stem from an unexpected event (unanticipated need or timing of a need), as well as high product importance, which are associated with a short time frame for consumer decision-making. Our...

Business which determine the perception of its brand by consumers, will get the advantage in the competition. Todays difference and competitive advantage is determined by brands. With brand personality studies, businesses can find out their market position, brand perception and market share. In...

The key to success in business is to focus on the client. You must concentrates less on the product. The client must be seen as a financial active. The great challenge for a modern company is to keep their clients longer than their products. From a new point of view the marketing department has...

Following the development of advanced neuroimaging techniques, the growing interest in studying the brain’s response to marketing stimuli resulted in the birth of consumer neuroscience within the field of neuroeconomics. However, marketing scholars have remained reluctant to adopt the...