Results 11 to 20 of about 11,851 (309)
Relational Paradigms in Social Marketing [PDF]
Journal of Macromarketing, 2003 It is fifty years since Wiebe suggested that generic marketing principles could tackle health and welfare problems and thirty since Kotler christened this “social marketing.” The future of social marketing depends on continuing this learning from commercial marketing and, in particular, its recent moves toward relational paradigms.
Hastings, Gerard, Gerard Hastings
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Relational Marketing in Mass Marketing. Theory or Actual Practice?
Revista Brasileira de Marketing , 2012 The relational marketing paradigm, as well as its predecessors, has been rapidly added to marketing management’s lexicon and tool kit. In conjunction with this concept, theoreticians have devised techniques that are essential to make it operative.
José Luis Wakabayashi; Universidad ESAN
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Designing the strategic model of online banking relational marketing in the fourth industrial revolution with the foundation's data approach. [PDF]
ارزش آفرینی در مدیریت کسب و کارThe purpose of this research is to design a strategic model of online banking relational marketing in the fourth industrial revolution with a data-based approach. The research method is applicable-developmental in terms of its purpose, and exploratory in
Aliasghar Atarodi +2 more
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Make or buy in the hotel marketing department: transaction costs, financial and relational performance [PDF]
Tourism & Management Studies, 2017 The outsourcing of hotel marketing is one of the strategic decisions that can help hotels manage the distribution channels more efficiently. This study analyzes the factors determining the outsourcing of hotel sales and marketing activities.
Tomás F. Espino-Rodríguez +1 more
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Putting marketing knowledge to use: marketing-specific relational capital and product/service innovation performance [PDF]
, 2021 Purpose The importance of integrating both internal and external knowledge into the product/service innovation process has been widely recognized in the knowledge management and innovation literature.
Ritala, Paavo +2 more
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Marketing Management Journal, 2007 Marketing of professional project services is a relatively unexplored area. In this article, the authors explore the marketing of professional project services in the context of architectural firms.
ROBERT E. MCDONALD, SREEDHAR MADHAVARAM
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Licensing to Vertically Related Markets [PDF]
SSRN Electronic Journal, 2014 We analyse the problem of a non-producing patentee who licenses an essential process innovation to a vertical Cournot oligopoly. The vertical oligopoly is composed of an upstream and a downstream sector which may differ in their efficiency or, in other words, in the benefit they derive from the innovation.
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Changes in Brand-Related Consumer Loyalty in the Current Pandemic Context
Studies in Business and Economics, 2021 The current medical crisis and, implicitly, the economic one, generated by the Covid-19 pandemic have brought increased attention to the issue of brand-related consumer loyalty, as loyal consumers are the safest and most stable source of profit in the ...
Duralia Oana
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Relational Marketing – the Prerequisite to Implement Tourist Companies’ Marketing Strategies [PDF]
Theoretical and Applied Economics, 2009 By means of enterprisers’ complex efforts to be oriented towards and take permanent steps to customers’ benefits, relational marketing actually and essentially argues rendering customers loyal by the persuasive qualities of the products supplied, the ...
Maria Carmen Iordache, Denisa Parpandel
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A Model for Relational Marketing [PDF]
Ovidius University Annals: Economic Sciences Series, 2018 Relational marketing, connects the new type of consumer and society, redefines the meaning ofthe act of buying by taking into account the needs and expectations of the clients.
Negoiță Olivia Doina +2 more
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