The last two decades a shift in marketing, corporate strategy, organizational and market dynamics has been recorded. A series of corporate scandals like ENRON and others has shown that corporations have a significant impact on a number of stakeholders and particularly customers. The notion that...

Marketing strategies are changing fast in the global marketplace as the competition is increasingly growing since the beginning of this century. Multinational companies believe that customer is not just a buying entity but a powerful business partner. In this growing competitive spree...