Marketing has long had a place in the planning and management of public sector recreation. In particular, the use of market segmentation has allowed leisure providers to better understand their clients’ needs and to tailor their services to the diversity of those needs. However, the use of marketing approaches is not without controversy and is sometimes perceived to be at odds with the public s...

Echoing the shift in orientation from transactional to relationship marketing (Gronroos 2006), the debate over the process of branding has moved from a managerially closed to a socially open orientation (Pitt, Watson, Berthon, Wynn and Zinkhan 2006) creating a multidisciplinary intellectual puzzle. In light of the 'limit attitude' approach in critical marketing (Tadajewski and Brownlie 2008), t...

This study examines the impact of major considerations of commercial website design and management, website interactivity, the important performance factor, and customer loyalty. Meaningful interactions with existing and potential customers allow e-commerce firms to enhance customer loyalty by providing satisfactory customer experience. Customer loyalty is a composite construct, yet consists of...

Latent attrition models serve as the foundation for analyzing transactional customer relationships to derive forecasts of customer behavior and value. Yet, extant models often overlook the effects of direct marketing and how it is individually targeted. We propose a parsimonious model that allows for direct marketing to impact the frequency with which transactions occur, the monetary amount of ...

Purpose: To conceptualise, discuss and evaluate an emergent marketing philosophy, “transcendental marketing”, and its application in practice. Design/methodology/approach: A conceptual framework is grounded in the literatures of marketing practice and leadership styles, and refined by reference to two case examples. Findings: There is scope, limited at present but promising in the longer term, ...

The art and science of clustering is used in many fields, from ubiquitous customer segmentation for gauging marketing effectiveness, to predicting default patterns among credit card holders, to its recent application by financial institutions to segment investment customers to enhance liquidity management. In the area of anti-money-laundering, the use of peer grouping, or segmenting, is even mo...

Market segmentation is critical for a good marketing and customer relationship management program. Traditionally, a marketer segments a market using general variables such as customer demographics and lifestyle. However, several problems have been identified and make the segmentation result unreliable. This paper develops a novel market segmentation methodology based on product specific variabl...

Establishing trust in online encounters has attracted significant recent research interest. A large part of this work focuses on those factors that can be manipulated on a website to influence consumers’ trusting beliefs. A notable part of this research concerns the influence of website infrastructure attributes [design and interaction elements] on consumers’ assessment of vendor trustworthines...

Marketers and advertisers seek to get close to customers through data analytics procedures that allow for the measurement of personalized messages delivered across multiple communication touchpoints. This article tests a hierarchical integrated marketing communications data integration framework that utilizes customer information (transactional, demographic and psychographic) to develop persona...