Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 3 of 3
Full-Text Articles in Business
Determining The Critical Elements Of The Customer Intimacy Framework, Frank Raymond Jasper
Determining The Critical Elements Of The Customer Intimacy Framework, Frank Raymond Jasper
Theses: Doctorates and Masters
Currently the field of marketing is undergoing a transformation concerning the appropriate marketing model to use in business. This transformation arose due to the mounting problems of the existing 4Ps Marketing Model, the heightened importance of customer retention, the requirement to continually add value to business processes and recent advancements in Internet technology. An alternate approach to the 4Ps Marketing Model began to emerge in the 1970's and was termed relationship marketing. This study is exploratory in nature and investigates consumer perceptions concerning customer intimacy. A self-administered mail questionnaire was employed to gather the necessary data from 300 solely external …
The Marketing Orientation Of Small And Medium Enterprises: An Australian Study, Venkateswara S. Venkatesan
The Marketing Orientation Of Small And Medium Enterprises: An Australian Study, Venkateswara S. Venkatesan
Theses: Doctorates and Masters
The market orientation construct has emerged as a key marketing theme in the 1990's. While the concept of being focussed on the market (customers and competitors) has been known since the early 1950's (e.g. Drucker,1954), putting the concept into practice through a set of specific actions has eluded many organisations and academics. As a result, market orientation (also termed market focus, customer focus and competitor focus) had remained a business philosophy (Bennett & Cooper, 1979: Felton, 1959; Konopa & Calabro,1971) more than a strategic approach. While there have been sporadic attempts at defining or operationalisinga marketing or customer orientation in …
Exploring The Criteria Used By Managers To Measure The Effectiveness Of Customer Loyalty Programs, Peter D. Simms
Exploring The Criteria Used By Managers To Measure The Effectiveness Of Customer Loyalty Programs, Peter D. Simms
Theses: Doctorates and Masters
Since the 1970s there has been a paradigm shift away from mass marketing towards the establishment and maintenance of individual relationships known as relationship marketing. Customer loyalty programs can be seen as the tactical strategies that have resulted from this change in focus, as they attempt to retain existing customers by developing a long-term, mutually satisfying relationship. The first of these such strategies was introduced in 1981, and they are still a relatively new and unexplored phenomenon. The limited research on these strategies conducted thus far has shown the many purported advantages to be doubtful at best, yet their number …