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University of Twente The paper assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the Mix as theoretical concept and also the favourite management tool of marketing practitioners. It reviews the c...

This article revisits and uses the so-called U-Commerce framework to challenge financial services marketing decision makers to consider reformulating marketing objectives in an age of ubiquitous technological networks. It outlines the 4 U’s of U-Commerce – ubiquity, universality, unison and uniqueness, and revisits the original framework used to conceptualize U-Commerce. Then it identifies and ...

Online transaction environment is full of uncertainties. To reduce online uncertainty, the first stage model examines the effect of extrinsic signals on perceived product quality, and the second stage model employs cue-diagnosticity framework to examine the influence of eWOM attributes (eWOM volume and eWOM consensus) on both perceived product quality and purchase intention. Our research questi...

Over the past decade, marketers have been challenged by proponents of individual marketing (e.g., one-to-one marketing, mass customization, personalization) to shift from a focus on market segments to making individually customized offers. Specifically, marketers should develop “learning relationships” with their customers, be able to predict the customers’ wants, and tailor their offerings to ...

Article history: Received 21 September 2012 Received in revised form 3 January 2014 Accepted 19 February 2014

The Internet provides unprecedented ability for marketers to learn about their customers and offer custom products at special prices. The technology, marketing and economics of using the Internet for one-to-one marketing is examined. We find that, under very genera l conditions, a seller can make higher profits by adopting a "mixed" strategy of serving conventional segments with standardized pr...