This study focuses on market orientation (MO) and customer intimacy (CI) in business-to-business marketing. These are generally regarded as key success factors in marketing. The authors argue, however, that the relationship between MO and customer relationship has not been properly examined, nor has its dependence on a firm’s strategic market posture been understood. A contingency framework is ...

The mutual interaction of marketing and logistics has been widely described in academic articles. For almost a century, many scholars and practitioners have recognised the close relationship between marketing and logistics activities in a marketing channel. Business philosophies such as JIT, QR and ECR implicitly emphasise this relationship as well. However, there is often a gap between marketi...

Companies are increasingly using technology to target their customers and build relationship with them. Customer relationship management is perceived as a strategy which harnesses technology for providing more value to customers through customized products and services. However, technology now extends beyond the peripheries of Internet to mobile-based systems. The research was directed towards ...

In this paper we examine classical and fundamental processes of business planning and marketing. As a result we define a five-phase process model for planning and marketing and we examine the relationship of planning and marketing to both the acquisition cycle and the research, development, test, and evaluation cycle. We construct a product life cycle—an abstraction that is a familiar part of m...

This article will argue that, despite customer-centric intent, marketing theory remains trapped in a firm-centric paradigm. How this apparent contradiction has endured is discussed critically with reference to what we see as four influential marketing perspectives. These perspectives are the 4Ps marketing mix, market-based assets, relationship marketing, and customer equity. Apart from the 4Ps ...

Customer Relationship Management generally uses the value of customers to allocate marketing budget. But marketing interventions generally change the customer behavior, turning upside-down the customers ranking based on their initial valuations and making the budget allocation suboptimal. Rational Managers should allocate the marketing budget to maximize the expected net present value of future...

Contemporary marketing recognizes the scope and complexities of marketing activities. It is a multidimensional and a dynamic concept, known as holistic marketing, that asks and allows for the support systems in order to permanently connect to the parties, to create value and long-term relationships among all. In this context, this chapter presents a wide review about conceptualization of relati...

In the empirical part of the study the main questions are: What are the opinions of managers about the commitment of the employees, and what are their opinions of their own management using concepts of internal marketing? Are they marketing oriented, customer relationship managers? Thinking of employees the main questions are: What are the contents of their commitment? What are the opinions of ...

a r t i c l e i n f o Keywords: Marketing-finance interface Investor relations Role of marketing Market-based assets This paper develops an interdisciplinary conceptual framework demonstrating the role of marketing in managing investor relationships. The framework illustrates how companies can turn investor relationships into market-based assets by analyzing and managing them from a relationshi...

Research suggests that exposure to tobacco marketing increases smoking by adolescents (Wellman et al., 2006; DiFranza et al., 2006; Paynter & Edwards, 2009; Lovato et al., 2003) and exposing young people to food marketing increases their food intake and the likelihood of obesity (Hastings et al., 2003; Harris et al., 2009; Nestle, 2006). It has been debated whether there is also a causal relati...