Despite widespread recognition and application of the relationship marketing principle, little empirical work has been done in terms of adopting the relational metaphor at the consumer-brand level. A notable exception is a study by Fournier (1998) in the context of consumer goods. To our knowledge, however, no research has been conducted based on relationship marketing at the consumer-brand lev...

â â â  â â â â â  abstract â  the research on social networks and collaborative strategies has highlighted from the mid of 1980 which has contributed to the success and development of firms. the relationship and communication with trade partners in overseas help success of firms in entering to foreign markets and improve new partners and new markets abroad. doing firm internationalization in fo...

Over the past 15 years, relational exchange theory (RET) has increasingly received attention in the marketing literature. Marketing scholars have particularly contributed to the empirical verification of the norm concept which occupies a central role in RET. However, a vast set of potential norms is discussed in the literature. The author provides a review of more than 30 articles drawing upon ...

Extant research on websites success has paid insufficient attention to the success of permission-based email marketing (PEM) websites. In order to bridge this knowledge gap, the contribution of this study lies in synthesizing information management/e-commerce, media/communication, as well as customer/marketing research to propose a PEM websites success model consisting of antecedent (i.e., func...

The scope of this research is to capture a broader view of the marketing practices of the Romanian organizations, a field less investigated up to the present. This study is the first in Romania to apply the methodology developed in the international research project Contemporary Marketing Practices (CMP) and is designed to evaluate the degree in which different types of marketing, characteristi...

In the last decades the use of regression-like preference models has found widespread application in marketing research. The Conjoint Analysis models have even more been used to analyze consumer preferences and simulate product positioning. The typical data structure of this kind of models can be enriched by the presence of supplementary information observed on respondents. We suppose that rela...

In this presentation are explained, the reasons (increase the users subscribed to a newspaper), the definition of the road to be followed (personalisation of content), the means to achieve this with a print newspaper (use of PDFs on the Web), the technical processes involved (documentary, relational and PDF repository data bases), and the important marketing data obtained along the lines of “ma...

Relationship marketing is a paradigm shift and it is associated with the return of direct marketing both in business-to-business and business-to-consumer markets (Seth & Parvatiyar 1995). This paradigm shift in marketing focuses on acquisition and retention in building and ensuring long-term relations with clients and therefor requires the integration of proper communication principles. A long-...

Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and tnjst, (2) model relationship commitment and trust as key mediat...

The principal objectives in this paper are to compare and contrast marketing management practices for a longitudinal sample of 871 small and medium-sized enterprises (SMEs) in the Australian manufacturing sector that have embarked upon different development pathways; and to examine possible connections between SME growth and the choice of marketing management practices. The results indicate tha...