Customer loyalty programs have become increasingly popular in a variety of industries. Marketers use loyalty‐building strategies to help improve customer retention and boost share of customer. One of the industries in which loyalty programs have been used frequently is retailing. When a...

Multi‐channel marketing in the retail environment involves the integration of marketing activities in retail stores, with catalogs and with online marketing. The online component of this is critical to the success of the overall effort and it is becoming more powerful, sophisticated and...

Purpose – This article seeks to explore the inner workings of affiliate marketing. Design/methodology/approach – Defines the affiliate marketing marketplace including some of the participants and explores the characteristics of a successful long‐term relationship. Findings – The key to...

Purpose – Loyalty has been widely researched and while we know the ways that consumers demonstrate their loyalty and the factors that influence loyalty, research reporting consumer and marketer views of loyalty is scant. To date there has been no attempt to compare and contrast marketer's...

Purpose – This paper aims to examine the banking industry's expanding use of loyalty marketing programs to build profitable relationships with customers. Banks' relationship‐building strategies fall into two categories: full‐blown multi‐product loyalty programs and narrower programs that...

Purpose – The purpose of this paper is to study examples of emerging marketing trends like word‐of‐mouth and viral marketing, and attempt to determine their measurability in terms of return on investment (ROI). Design/methodology/approach – The study examines real life campaigns from...

Purpose – The purpose of this paper is to present an up‐to‐date examination of the telecommunications industry and attempt to discover how some of the major players are engaging their customers while trying to constantly diversify their service offerings. Design/methodology/approach –...

Purpose – The purpose of this study is to examine which changes companies need to implement in their transactional marketing strategy to sell to the poor when launching a product innovation in low‐income countries. Design/methodology/approach – The paper confronts the literature on the...

Describes the problems that major brand suppliers face in the context of the growing attractiveness of private brands to the retailer and the consumer. Discusses the factors contributing to this growth. Describes the roles that private brands perform for the retailer. Offers model for the...

A brand exists through the values it reflects. These can be outlined in a brand character statement (BCS) to provide guidance to the brand’s speech. This article discusses the application of a tool from psychiatry for the development of a BCS. In addition, we present steps for implementing and...