Radio is becoming increasingly popular as an advertising medium. At the same time, more and more companies are integrating direct marketing in their communication strategies. Considers the influence of the day of the week, the time of the day, the position of an ad in the commercial break, the...

In recent years, the quality of private label products and their market shares have grown to such an extent that most consumer goods manufacturers, brand leaders included, can not afford to ignore them. Private labels are, however, not just another generic competitor. The retailer that sells...

Intro -- CUSTOMER VALUE MANAGEMENT: Some Reflections and Future Trends -- INHALT -- 1. Introduction -- 2. Customer Value Management -- 2.1 Customer Value Management Process -- 2.2 Research and Major lessons from CVM research -- 2.3 Six Important Lessons for Practice -- 3. Customer Based Models...