Purpose – This article discusses optimizing customer retention using customer relationship management (CRM) linked with social cause‐related marketing (SCRM). Establishing a socially responsible synergy between company and customer is targeted to managers seeking creative and innovative...

Purpose – The purpose of this paper is to identify brand management accounting as a further approach to accounting for brands and to suggest a number of possible measurement metrics it might incorporate. Design/methodology/approach – The paper is discursive in nature, developing a critique...

The literature has for more than two decades warned of operational, organizational, dysfunctional, market and managerial barriers hindering the actioning of marketing plans and indeed acting as hurdles impeding the very activities at the heart of effective marketing management. Many observed...

Globalization of organizations necessitates the development of a network organizational configuration. This new form of organization requires managers to become boundary spanners between the various organizations aligned in the global business network. The question becomes how are these...

Marketers are berated for their dependence on Hofstede and his concept of culture which stems from nineteenth century anthropology. International marketing studies need a new approach to culture, which is consistent with the workings of the global knowledge economy. It is argued that it is no...

Purpose – To construct a theoretical framework for understanding the impact of the digitalisation of transactions on the organisation of export intermediation. Design/methodology/approach – This is a conceptual/research paper with a number of illustrative examples – primarily from SMEs....

In conventional international business literature, the marketing and transport functions are either ignored or assumed to be governed by the same factors that determine production. An attempt is made to introduce the integration that is long overdue. The factors which determine the decisions of...

By standardizing the marketing effort over similar worldwide segments and differentiating it across dissimilar worldwide segments, the international marketing manager is able to reap the advantages of both standardization and customization. The choice of the variables by which to segment the...

Attempts to reach some meaningful conclusions on the issue of why market orientation practice and research in general started later in Europe than in North America. With the aid of a literature review in the field of marketing in general and European history in particular and by studying the...