As arts organizations frequently seek purchases and donations from the same consumers, one of their challenges is identifying which consumers are likely to become donors in the future. With all of the data currently available, many organizations are looking to their databases to predict future consumer behavior. In the customer relationship management literature, models have been developed that...

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 ...

This paper examines how and why consumers develop, enter into, and maintain relationships in a sports marketing context. This paper presents a framework for understanding how and why consumers engage in relationship marketing. Based on Kelman's functional approach to attitude change, this framework presents three qualitatively different levels for understanding relationship formation and mainte...

The purpose of this paper is to provide a comprehensive literature review of green marketing, eco-friendly products and green consumers. Nowadays, awareness on different environmental problems increased significantly and it is of global concern to reduce negative impact on the environment. In relation to this, there has been a change in consumption patterns. As a result, a new segment of consum...

We present two studies that together test a fundamental yet rarely examined assumption underlying the contemporary appeal of authenticity, namely, that consumers assign higher value ratings to organizations regarded as authentic. Study 1 conducts content analysis of unsolicited online restaurant reviews entered voluntarily by consumers in three major US metropolitan areas from October 2004 to O...

Strategic marketing planning is now widely adopted by business-to-business organizations. While marketing planning principles are well established, practitioners attempting to implement the process often find their progress impeded by a variety of barriers. These barriers are explored through a review of published evidence and case study analysis of several organizations. This analysis exposes ...

This paper proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. It also proposes a definition for marketing strategy, the focal organizational strategy construct of the field, and enumerates a number of foundational premises of marketing strategy. The domain of strategic marketing is viewed as encompassing the study of o...

Today environmental protection is one of the biggest and most discussed agenda worldwide. All around the world, the people are talking about the environment and green marketing. Green marketing has become the important ingredient of the marketing process of the most of the companies. Figuratively the number of environmental advertisement has suddenly increased now-a-days. Environmental deterior...

Relative to other marketing tools (e.g., advertising, promotions, personal selling) corporate sponsorship is seldom discussed in the marketing literature. This is unfortunate because corporate sponsor relationships can be advantageous to both nonprofit organizations (NPOs) and profit seeking corporations (Hernandez-Murillo and Martinek 2009). NPOs are organizations that strive to provide goods ...

Social marketing has a proven role in marketing and many manufacturing establishments/ organizations have been marketing their products incorporating social marketing research. Social marketing has its root in the ground fact that the perceptions and expectations of the consumers are important in influencing buying behaviour. The principles of social marketing, therefore, have been extensively ...