Machiavelli is too often and quite wrongly impugned. Rather than being the master of intrigue, he should be valued as the first political scientist. He deduced what brought political success. The gist of his advice to the Prince is that loyalty, winning it, inculcating it, is the key to success....

Focuses on how national travel and tourism authorities can market a country as a tourist destination, with particular reference to the marketing of Australia and New Zealand to target markets in Germany and the United Kingdom. These two nations in Europe are by far the most important tourist...

The boundaries of relationship marketing have been discussed since relationship marketing was first investigated in the 1970s. Investigating these boundaries, this paper reviews the links between relationship marketing and network theory. Three main themes of marketing relationships are...

The literature is rich with examples that stress the importance of marketers having long‐term customer relationships. Yet, the reality is that while relational attachments can foster benefits, there are many occasions when marketers seek, or are forced, to disband or change the nature of...

This article explores how complexity theory can help marketers to understand a market and to operate within it. Essentially, it argues that complexity theory has the potential to provide both global and some local explanations of markets and is complementary to local theories like relationship...

Purpose – This paper aims to evaluate the marketing decisions made by European tour operators. It seeks to assess the extent of marketing standardisation/adaptation across and within the Nordic region and to identify the centric profiles of the sample firms in terms of marketing...

Purpose – The main objective of this paper is to consider how firms set about strategising in marketing and the nature of their implementation effort. Prior research has not considered the alternative means of implementation that firms display in practice. Design/methodology/approach – A...

Purpose – The purpose of this paper is to review the market orientation literature from a managerial perspective and to discuss and integrate the implementation lessons that can be drawn from it. Design/methodology/approach – The paper starts with a review of the managerial implications of...