Ross Brennan

TL;DR: In this paper, the authors introduce the leading marketing thinking on how customer value is the driving force behind every marketing strategy, focusing on customer relationships, the creation of value and brand equity.

TL;DR: In this paper, the authors evaluate the arguments for and against the proposition that students in higher education are customers and should be treated as such, while critics regard it as self-evident that the incursion of the "customer" concept into higher education degrades educational standards and damages educator/student relationships.

TL;DR: In this article, the authors present a pedagogical approach to provide a sound understanding of the fundamental tools and concepts of marketing strategy, and provide appropriate discussions to permit applying and further developing these concepts.

TL;DR: In this article, the authors examine motivations and decision-making processes underlying adaptive behavior in buyer-supplier relationships and find that the explicit strategy of the firm (relationship marketing or partnership sourcing) is likely to be reflected in concrete adaptive behavior.

TL;DR: Where there are many, small customers and the technology is simple, marketing communications and distribution tends to follow similar patterns to those found in consumer markets, but where there are few, large customers, and particularly where technology is complex and fast changing, the emphasis shifts from an impersonal marketing management process to the management of inter-firm relationships.