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Dynamic capabilities: the missing link in CRM investments

Maklan, Stan; Knox, Simon - In: European Journal of Marketing 43 (2009) 11/12, pp. 1392-1410

Purpose – The purpose of this paper is to illustrate the practical application of dynamic capabilities theory to improve investment decisions in customer relationship management (CRM). Design/methodology/approach – Action research (AR) allows managers to raise the tacit knowledge of their...

Persistent link: https://www.econbiz.de/10014722612

Rejoinder: a reply to comments on “should consumers request cost transparency?”

Simintiras, Antonis C.; Dwivedi, Yogesh K; Kaushik, … - In: European Journal of Marketing 49 (2015) 11/12, pp. 1999-2003

Purpose – The purpose of this paper is to provide response around three commentaries: Lowe’s view on key mechanisms through which greater transparency could influence consumer product evaluations (Lowe, 2015); Kuah and Weerakkody’s critical assessment on whether cost transparency is good...

Persistent link: https://www.econbiz.de/10014724060

Three cheers for Coors Light : A surprise success in the Puerto Rico beer market

In: Strategic Direction 19 (2003) 3, pp. 20-22

Big is not necessarily always better – and that’s certainly true in the world of business. When global players largely dominate a particular market, there might seem little chance for the smaller guy to succeed. But sometimes a narrower focus can reap rich rewards. And doesn’t everyone...

Persistent link: https://www.econbiz.de/10015009695

New consumers need new brands

Burnett, John; Hutton, R. Bruce - In: Journal of Product & Brand Management 16 (2007) 5, pp. 342-347

relationship customers want with the brand; position brand managers as spiritual leaders; speak to the end‐user through experiences …

Persistent link: https://www.econbiz.de/10014895985

Measurable marketing: a review of developments in marketing's measurability

Greenyer, Andrew - In: Journal of Business & Industrial Marketing 21 (2006) 4, pp. 239-242

restricted. And customers increasingly expect personalised, relevant communications from companies they already do business with …: response modelling has increased in sophistication, and existing communications with customers are now being harnessed for …

Persistent link: https://www.econbiz.de/10014842810

Blurring the lines: is there a need to rethink industrial marketing?

Wind, Yoram (Jerry) - In: Journal of Business & Industrial Marketing 21 (2006) 7, pp. 474-481

and countries; the opening of corporate R&D, manufacturing and marketing to the involvement of empowered customers …

Persistent link: https://www.econbiz.de/10014842834

Nudge your way to higher value

Jackson, Stuart E. - In: Journal of Business Strategy 31 (2010) 6, pp. 46-48

for customers to buy from you. Design/methodology/approach – Building on the work of Richard H. Thaler and Cass R … five areas: maximizing visibility and personal interaction with customers; using service personnel to support sales efforts …/value – The key message of this paper is that small changes in the way a product is offered to customers can have a …

Persistent link: https://www.econbiz.de/10014845289

Misplaced marketing Gardening, pizza, tacos, truck parts and fake jewelry: misuse and misdirection of sex in advertising

Rotfeld, Herbert Jack - In: Journal of Consumer Marketing 20 (2003) 3, pp. 189-191

Looks at how sex has an effect on advertising, albeit that it is misused and misdirected at times. Stresses that these types of advertisements are aimed at both male and female markets, depending on the product type – though some are aimed at both sexes. Concludes that often the end does not...

Persistent link: https://www.econbiz.de/10014848325

Which decision heuristics are used in consideration set formation?

Laroche, Michel; Kim, Chankon; Matsui, Takayoshi - In: Journal of Consumer Marketing 20 (2003) 3, pp. 192-209

This study empirically investigates consumers’ use of five heuristics (conjunctive, disjunctive, lexicographic, linear additive, and geometric compensatory) in the consideration set formation, a critical first phase before actual choice behavior. Data were collected on the selection of beer...

Persistent link: https://www.econbiz.de/10014848326

Marketing medical implants: new challenges and concerns

Mackert, Michael; Harrison, Tracie - In: Journal of Consumer Marketing 26 (2009) 1, pp. 4-5

Purpose – The paper seeks to raise awareness of the issues surrounding marketing of medically implanted devices, a logical extension of issues now debated on direct‐to‐consumer pharmaceutical advertising. Design/methodology/approach – Parallels from the direct‐to‐consumer marketing...

Persistent link: https://www.econbiz.de/10014848703