The issue surrounding brand image is always fascinating to ponder. This is true not only for products/services, but also for organizations and individuals. Like it or not, individuals are prone toward creating brand image to excel in life. From the understanding on products/services, personal...

As an industry that thrives on - rather than succumbs to - adversity, the couture corporate world demands innovation and encourages risks. When combined with successful marketing and savvy business practices, these risks can result in large payoffs, which exist, primarily, due to the nature of...

Abstract Staffing decisions typically account for a large portion of a retailer's operational costs. The effectiveness of these decisions has often been analyzed by relating staffing levels to revenues. However, such approach does not explicitly consider the mechanisms by which the staff can...

This paper aims to develop a model for knowledge measurement and competitive advantages generation in efficient consumer response (ECR) practices. However, we have also paid attention to other more specific objectives: the identification, selection and validation of indexes to measure...

Since the industry standard approach to judge on the effectiveness of promotion is based on the impact on expected sales it cannot grasp other impacts in the distribution of future sales. Since retailers operate with very high strategic service level targets (e.g. 98%) high quantiles of the...

Consumer vulnerability affects billions of consumers worldwide, yet there is no consensus about what constitutes this state or about its consequences for consumers. Indeed, while consumer vulnerability is often invoked in consumer research, it is usually discussed informally, with little...

Integrated Marketing Communications (IMC) refers to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing and sales campaigns to promote brands so that similar message reaches a wider audience. Products and services are promoted...

Business ought to understand their customers' needs and wants, if they want to remain successful in a competitive market place. Therefore, this chapter introduces its readers to market research as tourism businesses continuously require information on their customers. In this light, a well...

In this study the dynamics of online product ratings is modeled based on the data for 59 items from 20 product categories. We account not only for the context dependence of subsequent reviews on previously posted reviews, but also for product type (search product or experience product). We...

The main objective of the study is to determine the level of dependence between relationship marketing and the level of customer loyalty to the brand. The study was conducted through a quantitative approach using the CAWI method. Relationships were determined by several factors. The loyalty...