Purpose – To provide a roadmap for corporate real estate (CRE) directors to effect change in the way they deliver services through enhanced relationships with their “customers,” the users of CRE. Design/methodology/approach – Previous studies and discussions of customer relationship...

The development of customer loyalty is a strategic objective for most companies. There are many different terms used in business today to describe the process of building customer loyalty. This article describes the benefits of building customer loyalty and explores the essential strategic...

There exists a vibrant literature dealing with one‐to‐one marketing and mass customization. The practice holds the promise of very satisfied customers, and profitable marketers who can create their own unassailable market positions. One of the building blocks of mass customization is...

Purpose – This is a study that aims to explore a new conception of marketing management based on the analyses of the demand side in Japanese high‐tech industries. Currently, due to the rapid development of technologies, conventional marketing and management methodologies sometimes cannot...

Purpose – This paper seeks to examine three evolutionary trends that are pushing the boundaries of loyalty marketing in 2006 and beyond. These trends incorporate the power of networks, the power of data, and the power of convergence. Design/methodology/approach – The paper thoroughly...