Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. While there...

Purpose – The paper seeks to present research that examines the success factors for key accounts within firms, i.e. what factors lead to successful versus unsuccessful key accounts. Design/methodology/approach – Data from a consulting firm are analyzed to examine the success factors for key...

Purpose – Business‐to‐business marketing has come of age in the last three decades and research in this area has been extensive and impressive. This paper examines the extant body of business‐to‐business marketing research and identifies surpluses and shortages with the goal of...

Purpose – The use of key accounts has become a mature trend and most industrial firms use this concept in some form. Selling firms establish key account teams to attend to important customers and consolidate their selling activities. Yet, despite such increased efforts on behalf of key...

Purpose – E‐marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e‐marketing strategies for the web. However, the evolution and strategic direction of e‐marketing strategies in...

Evidence suggests that the recent interest in competitive strategy and competitive positioning, while good in itself, has resulted in the management of many firms placing too much emphasis on competitive performance and too little emphasis on customer expectations. This research in the chemical...

Customer service represents a significant opportunity for segmenting markets. This article reviews the importance of customer service and the conceptual issues associated with segmenting industrial markets on the basis of customer service. A methodology is presented which can be used by managers...

Logistics managers need to collect timely and accurate data on customers′ needs, as well as customer perceptions of the firm′s and competitors′ performance levels. Today, a large number of companies collect this from their salesforce – a good, inexpensive and timely source of customer...