Purpose Drawing on B2B Relationship Marketing and management theory, this research seeks to better understand customer-perceived value in B2B contexts, specifically what customers expect from their relationships with suppliers. The study therefore aims to explore the customer’s perspective of...

Community, coupled with commerce, content and communication are widely discussed as the essential components of successful web presence. Those organisations that control popular virtual communities are in a position to dominate business transactions over the Internet. Community means customer...

As organisations develop their customer knowledge practices, processes and competence, consumers and citizens need an increasingly sophisticated appreciation of the potential for, and nature of, consumer surveillance. The discussion in the paper is informed by an analysis of three typical...

This paper uses a comparative study to explore entrepreneurial marketing orientation in small software technology firms, in relation to firm growth. Entrepreneurial Marketing (EM) acknowledges the interface between entrepreneurship, marketing and innovation and, pursuance of customer value....

Purpose This study explores the success and failure of two similar small software technology firms from a marketing perspective, where there is a paucity of research. Using a dyadic approach, this research compares the degree of customer orientation and innovativeness exhibited in both firms by...

With the growing importance of digital spaces as arenas in which organisations and consumers interact, brand owners can no longer afford to regard digital, online, or i-branding as an optional add-on to branding through other channels. After an introduction, this article reviews some of the...

As organisations develop their customer knowledge practices, processes and competence, consumers and citizens need an increasingly sophisticated appreciation of the potential for, and nature of, consumer surveillance. The discussion in the paper is informed by an analysis of three typical...