Kevin Lane Keller Conceptualizing‚ Measuring‚ and Managing Customer-Based Brand Equity The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than
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MBA 4.2: LOGISTICS MANAGEMENT Module 1 Introduction to Logistics and its interface with production and Marketing; Measures of Logistics; Physical distribution and logistics. Introduction to Logistics • When total supply chain system is integrated over a firm‚ it is known as logistics • It is an integrated effort aimed at helping customer value at a lower cost. • Without logistical support‚ marketing and manufacturing departments cannot accomplish product in timely or fresh manner. • The value of
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The role of market orientation on company performance through the development of sustainable competitive advantage: the Inditex-Zara case Andres Mazaira  University of Vigo‚ Oureuse‚ Spain E. Gonzalez  University of Vigo‚ Oureuse‚ Spain Ruth Avendano Ä University of Vigo‚ Oureuse‚ Spain Keywords Market orientation‚ Competitive advantage‚ Clothing industry‚ Organizational culture Abstract This paper has been developed as a part of research seeking to verify the effects of organisational
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Table of contents A. Introduction 2 B. Theoretical framework 3 Introduction to Relationship Marketing 3 Relationship Quality and Value 6 Customer satisfaction 8 Trust & Commitment 9 Importance of management 10 C. Discussion 11 CRM‚ the tool to apply relationship marketing 11 Selecting the Right Customer 14 Customer Information‚ a Strategic Marketing tool 16 Buyer Supplier Relationship 20 Reverse Marketing‚ another perspective to Relationship Marketing 23 Buyer is Marketer 24 D. Conclusion
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www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 4‚ No. 2; April 2012 Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process Camelia Mihart (Kailani) Academy of Economic Studies Piata Romana No.6‚ Bucharest‚ Romania Tel: 40-731-338-803 Received: February 10‚ 2012 doi:10.5539/ijms.v4n2p121 Abstract Integrated marketing communication (IMC) is one of the most controversial areas of research‚ the concept marking a constant
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CHAPTER TWO LITERATURE REVIEW 2.0 Introduction In this era of increased competition‚ leaders recognize the importance of teamwork more than ever before. Teams can expand the outputs of individuals through collaboration. Employees who are working in teams become the standard for the organization (Alie‚ Beam & Carey‚ 1998‚ Journal of Management Education‚ 707-719.). It is the means of improving man-power utilization and potentially raising performance of the individual. With a support from upper level
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Business Models for Internet based E-Commerce An Anatomy B Mahadevan Associate Professor‚ Production & Operations Management Indian Institute of Management Bangalore 560 0 76‚ INDIA. e-mail: mahadev@iimb.ernet.in To Appear in &DOLIRUQLD0DQDJHPHQW5HYLHZ 6XPPHU9RO1R Abstract The success of Internet based businesses in the Business to Customer segment in recent years is an indication of the events to unfold at the dawn of the new millennium. It is widely projected that the
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Marketing Theory http://mtq.sagepub.com On defining marketing: finding a new roadmap for marketing Christian Grönroos Marketing Theory 2006; 6; 395 DOI: 10.1177/1470593106069930 The online version of this article can be found at: http://mtq.sagepub.com/cgi/content/abstract/6/4/395 Published by: http://www.sagepublications.com Additional services and information for Marketing Theory can be found at: Email Alerts: http://mtq.sagepub.com/cgi/alerts Subscriptions: http://mtq.sagepub
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Survive the Services Revolution?‚” Harvard Business Review‚ 82 (June) 100–108. Kingman-Brundage‚ J. (1989). “The ABCs of Service System Blueprinting‚” in Designing a Winning Service Strategy: 1989 American Marketing Kohli‚ Ajay K. and Bernard J. Jaworski (1990). “Market Orientation: The Construct‚ Research Propositions‚ and Managerial Implications‚” Journal of Marketing‚ 54 (April) 1–18. Kotler‚ Philip (1972). Marketing Management‚ second ed. Englewood Cliffs‚ NJ: Prentice Hall. Lambert‚ Douglas
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Politeness: some universals in language usage. Cambridge: Cambridge University Press. Cutting‚ J. (2002). Pragmatics and Discourse: A resource book for students. London: Routledge. Goffman‚ E. (1999). On Face‐Work: an analysis of ritual elements in social interaction‚ in A. Jaworski and N. Coupland (eds) The Discourse Reader‚ London: Routledge. Grundy‚ P. (2000). Doing Pragmatics‚ 2nd ed‚ London: Edward Arnold. Holmes‚ J. (1995). Women‚ Men and Politeness. Harlow: Longman. Jurafsky‚ D (2006). Pragmatics and Computational Linguistics in L
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