... – Engage-Segment-Personalize-Track – will deliver on the promise of CRM. © Emerald Group Publishing Limited 2013 Strategy Marketing Customer focus Segmentation Personalization Customer relationship management CRM (customer relationship management) has held a lot of promise...

.... Studies show that loyal customers are not always profitable (Keiningham et al., 2009 ; Dowling and Uncles, 1997 ; Epstein and Westbrook, 2001). Hence for your marketing product and industry, first understand the metrics that work for you. Is it retention, repeat behavior or is it attitudinal...

...K. Prakash Vel; Ricky Sharma Purpose The choice of a well‐planned integrated marketing communication (IMC) strategy is crucial for the successful launch of an event. This paper is a case‐study based description of how a brand management consultancy house, TMC, used IMC to launch a world music...

...Mehrdad Estiri; Hashem Aghazadeh; Hamzeh Rayej; Tannaz Raoufi Purpose Preparing and presenting proper marketing programs are of paramount importance in establishing and developing sport activities in any country. The reasons behind the apparent lack of such programs in Iran are not the result...

...Peter R.J. Trim; Yang‐Im Lee Purpose This article highlights the role that marketing intelligence officers need to fulfill if they are to assist marketing strategists in a broad range of duties. The marketing literature incorporates several bodies of knowledge, and reference is made to corporate...

... marketing. Research limitations/implications Research was based primarily on author’s extensive work with clients in numerous industries, also on available advertising industry data. No controlled tests were possible. Practical implications Organizations that ignore the importance of referral...

... will only accelerate in the future. © Emerald Group Publishing Limited 2006 Customers Marketing Brands Corporate strategy Building and managing a rock‐solid reputation has never been more critical to a company’s success. Bad press, damaging rumors, and public outrage have plagued...

...Tim Munoz An age‐old conundrum with which marketers and, increasingly, their CEOs grapple is justifying the black hole of marketing expense. Finding a rational and reliable means of correlating marketing inputs to outputs has become even more urgent given current business economics...

...Ken Lizotte The purpose of this paper is to illustrate the high competitive advantages of using thought leadership as a marketing strategy. The design of the paper is to draw conclusions from both anecdotal and research sources and focus on examples of how thought leadership is advantageous as well...

... in capitalizing on their data assets? © Emerald Group Publishing Limited 2004 Information strategy Marketing Customer relations Information management Companies spend millions of dollars toward the compilation of data, and that doesn’t even include human capital costs. But to what end? Do...

... were too often poorly built and out of step with the marketplace. The problem: a fragmented organizational structure that made producing new models a frustratingly slow, cumbersome and inefficient process. © Emerald Group Publishing Limited 2004 Strategic objectives Marketing...

...Ameeta Soni; Harriet Cohen Every company wants to launch the “right” products in the market quickly and retain loyal customers for a long time. So why is this so difficult for most companies? Often, product launch failures are due to such fixable factors as: poor understanding of user needs; lack...