This article aims to help bankers and managers of financial institutions to understand the importance of customer service. It shows that poor customer service is a cancer and that service quality is now more important than the “4Ps” of the marketing mix. Four steps of a customer service...

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...

Writing articles is a core activity in an academic's career. The aim of this article is to show prospective writers of an article in EJM how to go about getting published. It emphasises that an EJM article is a part of a conversation with the editors, reviewers and readers. First, the concept of...

This paper examines the dynamics of business networks, that is, how these inter‐organisational networks grow and decline. Three rival theories are investigated: predetermined sequence of stages, evolution of unpredictable states and joinings theory which focus on positioning, repositioning and...

This paper examines the impact of culture on inter‐firm network development in international marketing. Three research questions about the influence of culture on network development were developed from the literature to focus case data collection and analysis. The data were collected from...

Develops a definition of action research that is particularly suitable for marketing and based on the articles in this issue of European Journal of Marketing , emphasising the breadth of action research in marketing and its distinctive interest in analytic generalisation, that is, in building a...

Firms have only just begun to use the Internet to obtain customer information in their database marketing processes to enhance customer relationship management. This research uses an action research approach to develop a new framework about how they can do this. The action research project was...

An action research project is usually restricted to improving one workgroup's practices within one organisation. However, after that project is done, some academics or consultants may want to try to generalise the findings from that one particular project to several other situations. The aim 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 – The aim of this paper is to apply principles of the realism paradigm within qualitative research projects. Design/methodology/approach – The paper starts by establishing the usefulness of realism research for investigating marketing management phenomena, and then considers the...