With the leading management consultancies all seeking to have “partner” relationships with leading institutions and global organizations, what will distinguish great relationships from ones that end in blood‐letting? Theories and best practices abound; collectively they may provide useful...

Highlights the general inattention to human development in marketing research and practice, especially in research and marketing concerned with older consumers. Describes a new approach to marketing based on human development.

One‐to‐one marketing has received increased attention by academics and practitioners. In essence, one‐to‐one marketing reconfigures the familiar four Ps into one element: the relationship. It represents the ultimate expression of target marketing ‐ a market of one ‐ or at least one...

Attempts to clarify the concept of affinity and to distinguish it from other marketing‐related terms. Gives guidelines for differentiating three general levels of affinity groups, suggesting respective strategic implications. Offers a taxonomy for classifying sources from which types of...