... a broader perspective, this research provides initial empirical support for recent calls to develop marketing communication practices that facilitate value-in-use. This paper’s findings show that adopting service logic in marketing communications seems to improve value propositions’ effectiveness. Sara...

...Kristina Heinonen; Tore Strandvik Purpose The paper explores consumers' responsiveness to marketing communication about various services and products in three different media. Communication value is seen as an element of service value and is measured as consumer responsiveness to marketing...

... with customer WOM behavior. We conclude with a discussion of how interpersonal relationships between customers and employees might be fostered in order to increase the likelihood of customer WOM behavior. © MCB UP Limited 2001 Marketing communications Relationship marketing Services marketing...

...Maureen FitzGerald; David Arnott Points out that research into the use of demographics as a segmentation variable has waned in favour of other variables, noting that research is sparse into links between membership of demographic segments and perceptions and reactions to marketing communications...

... UP Limited 1996 Consumers Financial services Marketing communications New product development Performance indicators United Kingdom The aim of this research is to identify the key factors to which managers must pay attention when introducing new products to a highly competitive...