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Articles 1 - 10 of 10
Full-Text Articles in Business
The Role Of Commitment In Relationship Marketing In Consumer Services: An Airline Perspective, Ceara Cooper
The Role Of Commitment In Relationship Marketing In Consumer Services: An Airline Perspective, Ceara Cooper
Masters
This study proposes a relationship marketing model, which identifies the antecedents of commitment in the context of consumer services. The literature review initially considers relationship marketing (RM) and the concept of commitment from the context of the marketing and social psychology literature. Commitment is a key element of RM. If parties to a relationship are not committed, the relationship risks dissolution. In this study, commitment is conceptualised as having two distinct dimension i.e. affective and calculative commitment. Affective commitment represents a positive motivation for relationship continuance, whereas calculative commitment represents a negative motivation. Many studies consider commitment to be a …
Stuart Crystal, Gerry Mortimer
Stuart Crystal, Gerry Mortimer
Case studies
In August 1995 the crystal manufacturing firm of Stuart and Sons was purchased by Waterford Wedgewood plc. The company, which had been family owned since its inception, had not been profitable for some years. After the takeover the initial focus was on operational issues. Those took longer to resolve than had been anticipated.
Focusing On Logistics To Improve Customer Service: The Case Of Transnational Optical, Mary Wilcox
Focusing On Logistics To Improve Customer Service: The Case Of Transnational Optical, Mary Wilcox
Case studies
Siobhan Ward, Supply Chain Director for Transnational Optical in Ireland, considered what the plant management team had to achieve. The team had decided that decisive action was needed to increase control of the supply chain with a view to improving customer service and removing ‘noise’ from the system.
Who Cares, Wins: The Students 10k Walk For The Chernobyl Children's Project, Joe Mcgrath
Who Cares, Wins: The Students 10k Walk For The Chernobyl Children's Project, Joe Mcgrath
Case studies
Julian de Spainn, President of the Union of Students in Ireland looked around The Hub, a student bar in the Dublin City University campus. He was exhausted. So were the twenty or so people around him. Most of those present were fellow officers in USI. Earlier that day, Julian had witnessed a unique event in Irish student history. It was an event of which he was justifiably proud.
Irish Marketing Review, Vol. 15, No. 1, 2002, Unknown
Irish Marketing Review, Vol. 15, No. 1, 2002, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice in marketing.
Irish Marketing Review, Vol. 15, No. 2, 2002, Aidan O'Driscoll
Irish Marketing Review, Vol. 15, No. 2, 2002, Aidan O'Driscoll
Issues
The Irish Marketing Review deals with issues, developments, research and practice in Marketing. This is a special joint issue in association with the Korean Academy of Marketing Science on " Researching the Cybermarket".
Integrating The Activities Required To Recruit And Retain Profitable Customers In Contemporary Retail Banking, Susan Walsh
Integrating The Activities Required To Recruit And Retain Profitable Customers In Contemporary Retail Banking, Susan Walsh
Articles
Today’s high street retail bank faces a major challenge in integrating the marketing activities required both to recruit new customers and to retain existing profitable ones. The challenge involves a judicious mix of “transaction marketing” – mainly aimed at winning new clients – and of “relationship marketing”- largely aimed at retaining present ones. Evidence from a detailed qualitative study of marketing practice in a UK high street bank, a subsidiary of an Irish headquartered bank, demonstrates just how problematic achieving this balance can be. The date indicates that this bank underinvested in a number of activities that are of primary …
The Established And Potential Mediating Variables In The Child's Understanding Of Advertising Intent: Towards A Research Agenda, Margaret-Anne Lawlor, Andrea Prothero
The Established And Potential Mediating Variables In The Child's Understanding Of Advertising Intent: Towards A Research Agenda, Margaret-Anne Lawlor, Andrea Prothero
Articles
This paper aims to explore in detail the issue of advertising intent, with particular reference to the child. The literature review examines the importance of age, and cognitive and social development in this field, and considers whether or not children can distinguish between television programming and advertising. What the literature review illustrates is that research studies thus far have conflicting viewpoints on these areas. Within the research to date, there are also a number of important issues which do not seem to be addressed. Most notably, there is little research which considers the impact of advertising upon children, from the …
The Sustainability Of Sustainable Consumption, Paddy Dolan
The Sustainability Of Sustainable Consumption, Paddy Dolan
Articles
This article examines the limitations of the concept of sustainable consumption in terms of the inadequate attention given to the social, cultural and historical contextualization of consumption. I argue that Macromarketing should adopt modes of inquiry that more fully engage with this contextualization. The implicit assumptions of ‘sustainable consumption’ center on the rational individual and his or her needs and wants, and neglect the significance of consumption practices as embodying the relations between individuals. Acts of consumption are not in opposition to, and prior to, macro structures and processes, they are macro processes at work. Consumer practices are cultural and …
Iontas.Com: Marketing A Software Product, Gerry Mortimer
Iontas.Com: Marketing A Software Product, Gerry Mortimer
Case studies
The year 2001 was a momentous one for most companies in the IT sector with dramatic drops in both profit and market sentiment. Few businesses in the sector were immune to the upheaval. Fortunes had been lost, at least on paper, and many dot.com businesses had folded. While telecoms businesses had been the hardest hit among established concerns, the gloom was widespread.