Marketing concept is widely applied in the contemporary conditions of business operations at the tourist market. However traditional marketing concept is more and more subjected to essential changes, firstly through strategic orientation of tourist companies and tourist destinations which are...

The evolution of relationship marketing has been one of the most talked about, partly because it not only proposed a radical change at the very beginning of the marketing action and philosophy, but also because of its complexity.Among many different issues regarding the relationship marketing,...

In recent years we see a loss of power of individual brands, despite the money and the effort invested in them. The power is now in the hands of retailers. The final challenge of an individual band is the battle it has to win in the store. One way of winning the retail battle is to grow, to...

La economía de la información y la empresa red constituyen la base de una nueva gestión empresarial. Hoy se habla de estructuras horizontales, flexibilidad en los procesos y trabajo en equipo. Estos cambios en la economía global han influido en el desarrollo de los negocios internacionales y...

Relationship marketing aims to generate long-term profitable relationships between partners. In the context of the convenience goods market, the present study considers private labels in traditional categories as a tool to develop effective relationships. The main contribution of the study is...

This paper reports the findings of an investigation of whether trust and commitment influence satisfaction, and whether satisfaction then influences specific investments, opportunism, and formalisation. Using data collected in a survey of Canadian managers and executives, a model derived from...

Based on 102 online surveys accounting for more than 3 million interviews, we show that websites are powerful purchase intent and brand builders and represent a strong opportunity to enhance customer relationships through “conversation” with the brand's best customers.

Comment choisir et instaurer une relation ? Comment adapter l'organisation pour mettre en oeuvre la stratégie retenue ? Comment analyser les nombreuses données client collectées pour prendre les meilleures décisions ? Quels outils utiliser pour soutenir la stratégie relationnelle ? Gestion...

Présentation des techniques marketing utilisées pour mieux identifier, cibler et fidéliser ses clients, et les outils disponibles sur le marché : outils de datawarehouse et de datamining, de gestion des campagnes marketing. Cette nouvelle édition intègre les réseaux sociaux, les sites...