... of the first attempts to empirically examine this issue from a marketing point of view. Marketing strategy Quantitative research Field study Momparler et al. (2015) and Weisstein et al. (2016) argued that pricing is a critical element for the success of any company...

... Advertising Marketing strategy An executive summary for managers and executive readers can be found at the end of this article. The US economy currently faces one of the most tumultuous periods since the decline of 2001. However, this downturn will last longer than the eight‐month‐long recession...

... with the question of “what causes success?” and has rarely confronted, head‐on, the question of “what is success?”. This paper addresses this critical research gap. © Emerald Group Publishing Limited 2009 Services marketing Financial services Marketing strategy Performance measures An executive...

... The research goes further than previous literature's study of antecedents of service innovativeness to examine how external factors influence service providers' innovativeness strategies. It also adds to the literature which examines how marketing strategies can aid not‐for‐profit marketers. Gillian Naylor...

... these strategies, little is known about their use or the impact that they have on satisfaction and performance – this work addresses this gap. Thomas L. Powers can be contacted at: tpowers@uab.edu © Emerald Group Publishing Limited 2008 Service levels Marketing strategy Medical schools Customer...

... This study has examined the extent to which marketing strategies that work for conventional goods and services may succeed in the case of artistic and cultural products. It brings valuable knowledge to managers of arts organizations and marketing researchers with respect to the impact of brand extension...

... 2007 Role conflict Lawyers Services marketing Marketing strategy Organizations United States of America An executive summary for managers can be found at the end of this article. The role lawyers play in society has an intimate connection to the lives of many of us...

... at: dballantyne@business.otago.ac.nz © Emerald Group Publishing Limited 2006 Relationship marketing Customer service management Continuing development Marketing communications Marketing strategy Marketing theory This is a comparative analysis of three recent texts in the service...

... in services has been growing worldwide. For service marketers, these international trends represent unprecedented opportunities as well as difficult challenges. Market research Marketing strategy Customer relations Customer satisfaction Customer retention Services marketing An executive...

... Market orientation Marketing strategy Response flexibility Competitive advantage Services Performance measurement (quality) An executive summary for managers and executive readers can be found at the end of this article. In the era of globalization, which has brought about...

..., it is recommended that credit card issuers become involved in educating consumers. © Emerald Group Publishing Limited 2004 Credit cards Students United States of America Personal finance Disclosure Marketing strategy An executive summary for managers and executive readers can be found...

... Accountants standards and guidelines, and information from both practitioner and academic literature, this research identifies the extent to which firms are following the prescriptive advice. Discussions of initiatives are provided as guidelines for further implementation of marketing strategies...

... orientation enhance an internal market effectiveness dimension, whereas increased external orientation enhances an external market effectiveness dimension. Discusses managerial implications. Marketing strategy Alliances Organizational culture Marketing Effectiveness Market orientation Predictor...

... loyalty. Implications of the results are discussed. © MCB UP Limited 2001 Service quality Customer loyalty Marketing strategy Cost/benefit analysis Sustainable competitive advantage Customer loyalty is one of the major sources of sustainable competitive advantage for service...

... Services marketing Marketing management Marketing strategy Classification Characteristics of services Services marketing academics have successfully argued that a number of implications arise from the distinguishing characteristics of services, principally, that the characteristics cause...

... managerial implications, including a need for complementarity of marketing strategies for both acquired and non‐acquired banks. © MCB UP Limited 2000 Most of the literature on bank marketing in the face of mergers has appeared in trade publications. With few exceptions, banking executives...

... that guides strategy development from creating fan awareness through adoption. An examination of the Carolina Hurricanes inaugural season (1997‐1998) provides a variety of examples of how marketing strategy evolves throughout the fan adoption process. © MCB UP Limited 1999 Sport Marketing strategy...

... Marketing strategy Traditionally, services have been thought of as locally produced solutions, and service firms have been considered local establishments. Although services still, to a large extent, are produced by small and local firms, service businesses have become more international...

... exhibit all of the classic service characteristics: intangibility; heterogeneity; perishability; and inseparability. Effects of culture © MCB UP Limited 1999 Services marketing International trade Marketing strategy Achieving flexibility Because contact‐based...

...: 1 specific; and 2 general. Barriers Management styles Market orientation Marketing strategy Retail trade Modern research into market orientation centered on new ways of defining and measuring which organizational activities constitute high levels of “market orientation...