Views on industrial service have conceptually progressed from the output of the provider’s production process to the result of an interaction process in which the customer also is involved. Although there are attempts to be customer-oriented, especially when the focus is on solutions, an...

Purpose – The present increasingly tough economic climate has uncovered the need to go beyond the prevailing seller‐oriented models and company practices in order to capture the factors that essentially drive buyer companies. What is needed is a genuinely customer‐side concept that...

Purpose – Despite mature consumers' monetary power and their growing share of many product markets, research especially on mature women's buying behaviour and attitudes is still scarce. The purpose of this paper is to explore and analyse mature women's buying of clothes....

Purpose – Marketing researchers continue to debate the significance of the managerial relevance of marketing, especially in the boardrooms. Despite a growing number of published papers on the topic, it is surprising that there are virtually none on mental models. The purpose of this paper is...

Purpose – Despite the widespread interest in self-marketing, scant research has been published about students’ self-marketing skills. The purpose of this paper is to address this research gap and develop a framework for self-marketing brand skills specific to business students....

Purpose – The role of ethical issues is growing in business and in society, but surprisingly, that role is sparsely examined in the relationship-marketing context. The purpose of this paper is to develop a framework describing the fundamentals of ethical relationship marketing and analyses the...

An understanding of business networks and the specific processes affecting change in networks is intimately connected to the understanding of the nature of relationships. Relationships constitute the core aspect which connects actors, resources and activities in a business network. Presents an...

There is a growing interest in relationships in the marketing literature, which has resulted in increasing attention to relational aspects of business. How the actors perceive the relationship thus emerges as a key issue. Traditionally, customer perceptions, for example, perceived service...