This article explores the structural relationships through which internal marketing can create value for an organisation, its customers and its employees. It is argued that internal marketing requires a relationship‐mediated approach, where planned phases of learning activity in volunteer...

The purpose of this article is to provide an understanding of the methodology of action research, especially its use in a marketing context. A retrospective account of a market‐oriented action research project in which the author was involved is provided in the form of a summative evaluation...

Purpose – To gain a better understanding of various network relationships in the software industry by classifying relationships by type and identifying distinctions with respect to the business potential of those relationships. Design/methodology/approach – On the basis of literature, the...

Purpose – To develop a reliable and valid measuring scale for customer relationship management (CRM). Design/methodology/approach – A series of studies were conducted for the development and validation of multiple measures for the dimensions of CRM. Once the dimensions of CRM were...

Purpose – Drawing on the burgeoning proactive market orientation literature and its role within the organizational learning‐performance thesis, the aim of this aricle is to investigate further this nomological network. Design/methodology/approach – The article adopts a market knowledge...

Purpose – The concept of atmosphere is often considered vague and difficult to capture, which hampers adequate feedback on atmospheric investments. This paper aims to report a systematic effort to capture the concept and enhancing factors, making adequate feedback for efforts to improve...

Finding the optimum way to leverage the resources of a firm remains a prominent issue for organizational management.Increasingly, firms are realizing that the ultimate organizational resource is the knowledge that resides in the minds of employees and is embedded in the processes, products, and...

Information systems play a vital role in the NHS; however, not all are used to the fullness of their capacity. In order to inform the development of the National electronic Library for Health Management, the key elements of a successful, large‐scale, corporate, Web‐based resource were...

Since the mid‐1990s, organisations have spent quite a bit of time, money and effort developing new “e”‐channels and routes to market. With the advent and rapid adoption of e‐commerce in the late 1990s, organisational efforts were largely geared toward customer acquisition with little...