Open AccessBook
Marketing: An Introduction
TLDR
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.Abstract:
Introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy. The book's strength lies in the many international practical examples and real-world cases. Special attention to customer relationships, the creation of value and brand equity reflects well today's marketing requirements. A focus on the ever-increasing importance of new technologies makes this book invaluable for business schools – in the UK and abroad.read more
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Technology Infusion in Service Encounters
TL;DR: In this paper, the authors examine the ability of technology to customize service offerings, recover from service failure, and spontaneously delight customers, and examine the infusion of technology as an enabler of both employees and customers in efforts to achieve these three goals.
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The evolving brand logic: a service-dominant logic perspective
TL;DR: In this paper, the authors argue that the meanings of brand and branding have been evolving over the past several decades, converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in the stakeholders' collectively perceived value-in-use.
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Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents
Dong-Seong Choi,Jinwoo Kim +1 more
TL;DR: A theoretical model using the concepts of customer loyalty, flow, personal interaction, and social interaction to explain why people continue to play online network games is proposed and the implications of applying the study results to other domains such as e-commerce and cyber communities are ended.
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A decade of corporate women: some progress in the boardroom, none in the executive suite
TL;DR: This paper examined the extent to which women have circumvented the glass ceiling by empirically examining whether there has been an increase in women representation on corporate boards and CEO positions over the 10-year period from 1987 to 1996.
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The cigarette pack as image: new evidence from tobacco industry documents
TL;DR: Cigarette pack design is an important communication device for cigarette brands and acts as an advertising medium and there is a need to consider regulation of cigarette packaging.