Development of the competitive advantage involves a considerable effort from any organization. In particular, those organizations involved in a strong competitive market require the development of strategies to allocate long-term strategic marketing resources, efficiently and with easily...

The aim of this communication is to study the effectiveness of complaint management according to the quality of the relationship between the firm and the customer. We compare interactional (relational) and distributive (monetary) compensation in terms of preference for loyal and new customers....

The widespread implementation of customer relationship management technologies in business has allowed companies to increasingly focus on both acquiring and retaining customers. The challenge of designing incentive mechanisms that simultaneously focus on customer acquisition and customer...

The practice of offering discounts to prospective customers represents a rudimentary form of using transaction history measures to customize the marketing mix. Furthermore, the proliferation of powerful customer relationship management (CRM) systems is providing the data and the communications...

We develop and test an optimization model for maximizing response rates for online marketing research survey panels. The model consists of (1) a decision tree predictive model that classifies panelists into "states" and forecasts the response rate for panelists in each state and (2) a linear...

Marketers often stress the importance of treating customers as partners. A fundamental premise of this perspective is that all parties can be weakly better off if they work together to increase joint surplus and reach Pareto-efficient agreements. For marketing managers, this implies organizing...

With recent advances in information technology, most companies are amassing extensive customer databases. The wealth of information in these databases can be useful in identifying those customers most likely to purchase a new product and in predicting when this adoption may take place. This can...

"Behavior-based personalization" has gained popularity in recent years, whereby businesses offer personalized products based on consumers' purchase histories. This paper highlights two perils of behavior-based personalization in competitive markets. First, although purchase histories reveal...

Cross-selling in telephone service centers is seen by industry as a useful means to generate profits from an existing customer base. Introducing cross-sales to a service center, however, needs to be properly managed as it could degrade customer service quality. Real-time customer and system...

Conceptul de management al relatiilor cu clientii (CRM) a fost intens dezbatut in literatura de management-marketing, facand obiectul unor variate definitii. Dintr-o perspectiva tehnologica, CRM descrie metodologiile si solutiile software folosite de organizatie pentru a utiliza in mod optim...