Topic
Return on marketing investment
About: Return on marketing investment is a research topic. Over the lifetime, 9774 publications have been published within this topic receiving 358563 citations.
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TL;DR: In this article, the authors provide a framework for understanding possible impacts of the Internet on marketing to consumers by analyzing channel intermediary functions that can be performed on the Internet, suggesting classification schemes that clarify the potential impact of the internet across different products and services, positioning the Internet against conventional retailing channels, and identifying similarities and differences that exist between them.
Abstract: Past commentaries on the potential impact of the Internet on consumer marketing have typically failed to acknowledge that consumer markets are heterogeneous and complex and that the Internet is but one possible distribution, transaction, and communication channel in a world dominated by conventional retailing channels This failure has led to excessively broad predictions regarding the effect of the Internet on the structure and performance of product and service markets The objective of this article is to provide a framework for understanding possible impacts of the Internet on marketing to consumers This is done by analyzing channel intermediary functions that can be performed on the Internet, suggesting classification schemes that clarify the potential impact of the Internet across different products and services, positioning the Internet against conventional retailing channels, and identifying similarities and differences that exist between them The article concludes with a series of questions designed to stimulate the development of theory and strategy in the context of Internet-based marketing
1,461 citations
TL;DR: In this article, a relationship approach to marketing is described and two interfaces between marketing and organizational behavior, both as business functions and as academic disciplines, are discussed, viz., the need for a service culture and internal marketing.
1,377 citations
Book•
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
TL;DR: In this article, the actor-to-actor (A2A) model of B2B marketing is extended to a general theory of the market, informed by the marketing sub-disciplines, marketing practices, and disciplines external to marketing.
1,285 citations
Journal Article•
TL;DR: Relationship marketing is the development and outbreak of the combined theory of the traditional marketing, and it is a new idea as discussed by the authors, it puts more emphasis on the long-term and satisfying relation between enterprises and customers.
Abstract: Relationship marketing is the development and outbreak of the combined theory of the traditional marketing,and it is a new idea.It puts more emphasis on the long-term and satisfying relation between enterprises and customers.and its success relies on some conditions.Its application in China has its own characteristics.
1,172 citations