Showing papers on "Relationship marketing published in 1987"
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TL;DR: For example, this paper pointed out that most of the research and too many of the marketing strategies treat buyer-seller exchange as a primary concern. But, they also pointed out, "too much research and practice have focused persistently on exchange between buyers and sellers".
Abstract: Marketing theory and practice have focused persistently on exchange between buyers and sellers. Unfortunately, most of the research and too many of the marketing strategies treat buyer-seller excha...
7,871 citations
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TL;DR: In this article, an economic model of defensive marketing strategy is developed for complaint management based on Hirschman's exit-voice theory, which is used to reduce the number of customer com...
Abstract: On the basis of Hirschman's exit-voice theory, an economic model of defensive marketing strategy is developed for complaint management. Though many firms strive to reduce the number of customer com...
1,336 citations
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01 Jan 1987TL;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.
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.
1,288 citations
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TL;DR: In this paper, the authors place emphasis on relationships and interaction in marketing, an emphasis which has developed out of new theories of services marketing and industrial marketing and also out of practical experience.
1,109 citations
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TL;DR: In this paper, the authors describe how complex, highly intangible services such as life insurance consist largely of credence properties and how insurance providers engage in relationship-building activities that emphasize buyer-seller interconnection.
Abstract: Complex, highly intangible services such as life insurance consist largely of credence properties. Insurance providers engage in relationship-building activities that emphasize buyer-seller interac...
1,104 citations
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TL;DR: In this article, the authors examined the relationship between entrepreneurial and marketing orientations of a firm and found that more entrepreneurial firms will also be more marketing oriented, and that marketing provides an effective vehicle for achieving entrepreneurship within the corporation.
536 citations
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TL;DR: Exchange has been widely accepted as the core concept in marketing, yet the topic has received limited attention by researchers in the marketing discipline as discussed by the authors, and the authors discuss exchange theory and marketing discipline.
Abstract: Exchange has been widely accepted as the core concept in marketing, yet the topic has received limited attention by researchers in the marketing discipline. The authors discuss exchange theory and ...
513 citations
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TL;DR: In this article, the authors present a case for integrating technology and marketing strategy as key elements that affect corporate success in rapidly changing environments, and they describe the implications of these elements.
Abstract: The authors present a case for integrating technology and marketing strategy as key elements that affect corporate success in rapidly changing environments. After describing the implications of tec...
412 citations
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TL;DR: Globalization and Internationalization in Higher EducationVisual Thinking StrategiesMarketing Techniques for Educational ProgramsCorporate Governance and Strategic Decision MakingHow to Market a University
Abstract: Strategic Marketing Issues in Emerging MarketsManagement and Leadership of Educational MarketingFast forwarding Higher Education Institutions for Global ChallengesDemographics and the Demand for Higher EducationStrategic Marketing for Educational InstitutionsStrategic Marketing of Higher Education in AfricaSocial Media in Higher Education: Case Studies, Reflections and AnalysisGlobalization of Management EducationNew Age Admissions Strategies in Business SchoolsStrategic Marketing in the Global Forest IndustriesStrategic Marketing for Educational InstitutionsHow to Market a UniversityMarketing Strategies for Higher Education Institutions: Technological Considerations and PracticesStrategic Marketing for Educational InstitutionsReliability and Statistics in Transportation and CommunicationIndonesia Privatization Programs and Regulations Handbook Volume 1 Strategic Information and RegulationsSpace MarketingSTRATEGIC MARKETING : MAKING DECISIONS FOR STRATEGIC ADVANTAGE, SECOND EDITIONEBOOK: Marketing Higher EducationThe Ultimate Guide to School Marketing StrategiesStrategic Brand Management in Higher EducationEducational MarketingStrategic Marketing for Nonprofit OrganizationsBecoming A Digital Marketer: Gaining the Hard & Soft Skills for a Tech-Driven Marketing CareerInternational Marketing of Higher EducationAn Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher EducationDemocratizing InnovationEducational ManagementThe Strategic Management of Higher Education InstitutionsThe College Stress TestManaging External Relations in Schools and CollegesChoosing FuturesStrategic Management in Schools and CollegesInstaBrainOpening Up EducationGlobalization and Internationalization in Higher EducationVisual Thinking StrategiesMarketing Techniques for Educational ProgramsCorporate Governance and Strategic Decision MakingHow to Market a University
314 citations
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TL;DR: RANKINGS of CUSTOMER Service VARIABLES by DEALERS, END USERS and ARCHITECTURE and DESIGN FIRMS in the OFFICE System and FURNITURE INDUSTRY.
Abstract: RANKINGS OF CUSTOMER SERVICE VARIABLES BY DEALERS, END USERS AND ARCHITECTURE AND DESIGN FIRMS IN THE OFFICE SYSTEMS AND FURNITURE INDUSTRY WITH CONCLUSIONS ON THE CUSTOMER SERVICE ROLE IN MARKETI- RANKINGS OF CUSTOMER SERVICE VARIABLES BY DEALERS, END USERS AND ARCHITECTURE AND DESIGN FIRMS IN THE OFFICE SYSTEMS AND FURNITURE INDUSTRY WITH CONCLUSIONS ON THE CUSTOMER SERVICE ROLE IN MARKETING-
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04 Aug 1987
TL;DR: In this article, the authors discuss the role of retail marketing in strategic decision making in the context of the retail marketing mix, including pricing and advertising in the mix, customer analysis and market segmentation.
Abstract: List of Figures - List of Tables - List of Plates - Preface - The Environment of Retail Marketing - Retailing Strategy and the Role of Retail Marketing in Strategic Decisions - The Retail Marketing Mix - Customer Analysis and Market Segmentation - Financial Appraisal for Retail Marketing Decisions - Merchandise Management: Marketing Considerations - Merchandise Management: Financial Considerations - Pricing in the Retail Marketing Mix - Advertising in the Retail Marketing Mix - Managing the Supply Chain - Creating the Retail Environment - Research Issues in Retail Marketing Decisions - Index
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TL;DR: In this paper, the authors suggest that most examinations of marketing and advertising budgeting concentrate on techniques ranging from arbitrary “rules of thumb” to complex management science models, and suggest greater insight into the problem of budgeting.
Abstract: Most examinations of marketing and advertising budgeting concentrate on techniques ranging from arbitrary “rules of thumb” to complex management science models. The author suggests greater insight ...
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TL;DR: In this article, the authors investigate individual difference variables to determine how managers interact with marketing decision support systems such as a computer simulation, and find that managers are not aware of the differences between different variables.
Abstract: Relatively little is known about how managers interact with marketing decision support systems such as a computer simulation. The authors investigate individual difference variables to determine th...
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TL;DR: In this article, the authors examined the effect of internal marketing and external marketing in the context of service firms for their effects on consumer satisfaction and found that internal marketing appears to influence the effectiveness of external marketing programs influencing customer satisfaction.
Abstract: Concepts of internal marketing and external marketing in the context of service firms are here discussed and examined for their effects on consumer satisfaction. These concepts in the context of foreign and domestic banks in Thailand are focused upon. The results show differences between banks and a strong relationship between internal marketing and consumer satisfaction. The effective practice of internal marketing appears to influence the effectiveness of external marketing programmes influencing customer satisfaction.
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TL;DR: In this article, a case study shows how a global retailer has coordinated its marketing program in an industry which has resisted the forces of globalisation more than most other industries, and how the global marketer therefore has to decide how to coordinate its marketing programs in the best way possible.
Abstract: Global marketing is based on cross‐cultural similarities instead of cross‐cultural differences. For a company encountering markets with similar cultural values it is easy to standardise the marketing program. Typically, however, most markets have different cultural values. The global marketer therefore has to decide how to coordinate its marketing program in the best way possible. This case study shows how a global retailer has coordinated its marketing program in an industry which has resisted the forces of globalisation more than most other industries.
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01 Jan 1987
TL;DR: In this paper, the dimensions of industrial marketing organizational buying and buying behavior strategy formulation in the industrial marketing formulating product planning formulating channel strategy-formulating marketing communication planning-forming pricing policies international industrial marketing.
Abstract: Dimensions of industrial marketing organizational buying and buying behaviour strategy formulation in the industrial marketing formulating product planning formulating channel strategy- formulating marketing communication planning formulating pricing policies international industrial marketing.
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TL;DR: A survey of marketing educators, managers, scholar-experts and students was conducted to determine elements important in a definition of marketing, a ranking of popular definitions of marketing and an evaluation of the definitions based on relevant criteria as discussed by the authors.
Abstract: This study evaluates progress in developing a definition of marketing. A survey of marketing educators, managers, scholar-experts and students was conducted to determine elements important in a definition of marketing, a ranking of popular definitions of marketing and an evaluation of the definitions based on relevant criteria. All categories of respondents ranked the 1985 AMA definition of marketing as the definition that best represents the discipline of marketing.
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01 Jan 1987
TL;DR: In this article, the authors argue that the very characteristic which defines the small business, its size, also ensures that all who work in a small company must be constantly aware of the relationship between customer satisfaction and their survival.
Abstract: Applying the principles of marketing to a small company is a particularly satisfying process. As we will try to show throughout this book marketing, at its most basic level, seeks to satisfy customers and, in doing so, ensures the survival of the business. John Egan, the head of Jaguar Cars said: ‘Business is about making money from satisfied customers’. He went on to say: ‘without satisfied customers, there can be no future for any commercial organisation’. This applies to any firm, of any size. However, the very characteristic which defines the small business — its size — also ensures that all who work in a small company must be constantly aware of the relationship between customer satisfaction and their survival.
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TL;DR: Customer service is a pre-requisite for both developing and maintaining lasting buyer-seller relationships as discussed by the authors, and it is no longer dismissed on the basis of cost; long-term benefits have been proved over time.
Abstract: Customer service is a pre‐requisite for both developing and maintaining lasting buyer‐seller relationships. Long‐term benefits have been proved over time. As a strategic element of the marketing mix it is no longer dismissed on the basis of cost. Customer service issues involved, including the importance of evaluating the service‐price tag correctly, guarantee of supplies and transport are discussed, and actions required to provide industrial marketers with a differential advantage and a strong hedge against competitive pressures at home and abroad.
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TL;DR: In this article, the authors outline five major issues facing tourism marketing in the 1990s: advertising must become more creative and channelled through specifically targeted media vehicles; customer expectations and service provision must be carefully matched; and tourism promotion must present travel as the superior leisure time activity to ward off competition from local community leisure products and consumer durables; and the industry must be able to make a rapid and appropriate response to catastrophies.
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TL;DR: In this paper, the authors deal with the analysis of the role of budgeting in planning, implementing and monitoring hotel marketing strategies and present a comparative example of target profit planning with discussion of its weaknesses and possible improvements.
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17 Nov 1987
TL;DR: In this article, the authors examine the role of marketing in assisting transit agencies to cope with providing a public service in a time of limited public resources and examine the state of the art of transit marketing in today's difficult environment.
Abstract: The goal of this book is to examine the role marketing can play in assisting transit agencies to cope with providing a public service in a time of limited public resources. The state of the art of transit marketing in today's difficult environment is examined drawing upon research studies, programs, and management practices in use in the United States and abroad. As this book explains, the marketing of transit services extends far beyond promotional activities. To sell transit, an agency must develop a user orientation, which means that marketing implications are an integral aspect of decisions ranging from service design and pricing to quality control and strategic planning.
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ANZ1
TL;DR: In this paper, a practical systems model to diagnose financial service marketing's underlying patterns is introduced, which is both symptomatic of the evolving paradigm change and a way of "twisting the kaleidoscope" to see things more clearly.
Abstract: Marketing is in the throes of a methodological crisis which will eventually separate ideas and methods more appropriate to service marketing. A practical systems model to diagnose financial service marketing's underlying patterns is introduced. This is both symptomatic of the evolving paradigm change and a way of “twisting the kaleidoscope” to see things more clearly. The absolutist and relativist perspectives are two different ways of viewing the marketing problem, and no single method or paradigm need have monopoly.
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TL;DR: Direct marketing traditionally has been regarded as a powerful tool for attracting new customers as discussed by the authors, but more and more companies are recognizing that it also can be extremely effective in retaining existing customers, winning their loyalty, and generating additional sales.
Abstract: Direct marketing traditionally has been regarded as a powerful tool for attracting new customers. Today more and more companies are recognizing that it also can be extremely effective in retaining existing customers, winning their loyalty, and generating additional sales.