...Juha Munnukka; Pentti Järvi; Uusitalo Outi Purpose Customer and value‐oriented business strategies are increasingly important in the context of business to business services. However, little is known about the construction of customer value of B to B services. Also the influences of specific...

...Nelson Oly Ndubisi Purpose This paper aims to investigate the role of gender in the association of relationship marketing underpinnings (namely trust, commitment, communication, and conflict handling) with customer loyalty. Design/methodology/approach Data for the research were collected...

...Erik M. van Raaij Purpose The aim of the paper is to show how intelligence emanating from customer profitability analysis (CPA) can help improve strategic marketing planning. Insights into the profitability of individual customers, as well as the distribution of profitability across the customer...

...Keith Blois The concept of exchange is considered and the insights that this provides are combined with Day’s concept of customer value equations to propose that there is also a need to evaluate the supplier’s value equation. Examples of how both customer and supplier value equations might be used...

...Anne J. Broderick; Supattra Vachirapornpuk One of the key challenges of the Internet as a service delivery channel is how service firms can manage service quality as these remote formats bring significant change in customer interaction and behaviour. Drawing on theoretical frameworks of service...

...Ken Butcher; Beverley Sparks; Frances O’Callaghan Argues that the aim of marketers should be to build positive relationships with customers. However, the nature of such relationships is unclear. Examines the one‐to‐one relationship between customers and individual employees and highlights key...

... the issues of brand compatibility, brand personality, brand naming and exploitation of a brand. © MCB UP Limited 1997 Brands Brand names Customers On 26 November 1996, a Direct Marketing Association seminar had as its title “The future of your brand is in your customers’ hands”. The DMA...

... MCB UP Limited 1996 ATMs Banks Customers Neural networks Perceptions The ever‐increasing competition within banking services, in terms of both costs and products, means that overall consumer satisfaction is playing a vital role in marketing management, owing to its influence...

... with a sample of 18 small business founders using simple content analysis and case study techniques. Addresses specific topics including customers and customer focus; competitive advantage and positioning; marketing communications; marketing planning and strategy; and key issues involved in business growth...

...Simon Cooke Outlines two distinct views of database marketing – as a total marketing strategy and as a tactical tool. Argues that a database marketing strategy can be realized only in companies with a genuine customer focus. As a result the tactical choice is more appropriate to most companies...

...Paul A. Herbig; Ralph L. Day Of the three ingredients required for a commercially successful innovation to occur – the technological feasibility, the entrepreneur, and the customer need/want – the most important is customer need. The notion of customer acceptance of a technological innovation prior...

.... And not before time. The trinity of company, consumer and competitor, however stark as a framework, represents the minimum knowledge anyone would require before taking a major marketing decision. © MCB UP Limited 1990 Competitiveness Customers Marketing Strategy Perceptions Restaurants PATTERNS...

... and Roering, 1981). While the importance of product benefits in services marketing is fully acknowledged, we feel that the extent to which a product is intangible also matters because of: its direct influence on customers; the way it affects the marketing of product benefits; the direct impact it has...

...Terry Morris A technique is described using probabilities and applicable where significant amounts of business are taken up by relatively few customers of quite variable size or needs themselves. The analysis is based on consumer products, but applies equally to any business fulfilling...

...Chris Lane Of the considerations in formulating the marketing mix there is one element which is often neglected — people. This includes not only customer reaction to the marketing proposition, but also the service provided to the customer. The role of the service giver is central to the analysis...

...Aubrey Wilson A well‐prepared and presented proposal or tender can give a company a strong competitive edge. It is, however, an aspect of marketing that is often neglected. © MCB UP Limited 1988 Competition Customers Marketing Purchasing Selling Tender Offers "QUOTE UNQUOTE...

...Michael J. Thomas Customer satisfaction is the key to repeat business. Dissatisfied customers not only switch brands but spread their dissatisfaction. Managing the customer requires a strategy for customer care that involves a number of interfaces: management‐customer, staff‐customer, management...