The tenets of relationship marketing are useful in understanding the success of a service provider. Based on a sample …

can only be applied with caution in business-to-business marketing. Implications and future directions for research are …

Neo-classical microeconomic theory has been suggested to offer (1) an appropriate analytical tool for construction … microeconomic theory provides a useful means of analysis, it offers little for the practice of pricing, which is much more closely … related to the marketing discipline than economics. …

International marketing is growing in volume and importance for firms. Consequently, the impact of international … marketing on society has also taken on additional importance. Distribution through international marketing channels, often … referred to as exporting and importing, is the most frequently researched aspect of international marketing. Many marketing …

in past studies. The antecedents of brand loyalty are drawn from extant business and consumer marketing literature, and …' factors. These constructs are drawn from the business-to-business marketing literature. Satisfaction is described as an … 'emotional' construct with roots in both the consumer and business marketing fields. Finally, perceived risk and involvement can …

findings have a range of key implications for both marketing theory and practice. …) the violation of consumers’ perceptions of justice and equity [drawn from Rousseau’s (1989) Psychological Contract Theory …], and (3) consumers’ affective responses to exchange [drawn from Weiss and Cropanzano’s (1996) Affective Events Theory …

. The services marketing literature has comprehensively examined ways to improve frontline employee behaviours in service … behaviours has implications for both theory and practice. The provision of ‘special favours’ increases customer satisfaction but … study organisational behaviours is applied within a services marketing setting. Further, it addresses previous limitations …

This Master's thesis analyzes the problem of accordance between marketing mix settings and consumer demands. The paper … analyzes and structures various Lithuanian and foreign authors, published studies and surveys, related to services marketing …, marketing mix and consumer behaviour. The particularities of services and their classification are discussed. The exclusivity of …