Présentation des techniques marketing utilisées pour mieux identifier, cibler et fidéliser ses clients, et les outils … disponibles sur le marché : outils de datawarehouse et de datamining, de gestion des campagnes marketing. Cette nouvelle édition …

Co-creation is a seminal concept in marketing, explained as the engagement between service provider and customer in … discipline. Nevertheless, the understanding of the concept, especially in service marketing, is mostly still developing in silos …

commerce on organisational structure, brand architecture, and IT structure. The results of a survey among 49 Chief Marketing … enhance the dependence of the marketing-related IT structure on changes in brand architecture …

Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the … generation of profits for a company.Methodology/Technique – This study examines the calculation of the Net Marketing Contribution … and 2015. This is contrary to the revenue generated through Experiential Marketing, which continued to increase from year …

&L publications are spread across 44 scientific journals, which include marketing and non-marketing journals or those from other …

leads to CCBs has remained largely understudied in service marketing literature. Moreover, the underlying mechanisms through …

Purpose The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging … research design combines primary empirical data from 229 Russian companies, based on the Contemporary Marketing Practices (CMP … notice that the effect of product development (PD) on marketing performance is mediated by competitor orientation. PD affects …