The advocacy to extend relationship marketing into the management of the exchange processes within retailing and consumer service markets has meant a growing interest in the opportunities which are offered by technology‐based systems of customer management. A prerequisite for the successful...

Offers a study of the current use of the Internet, as a marketing tool, by the hotel industry. Such a study is timely given that the growth rate of the World Wide Web (WWW or the “Web”) is estimated at about 50 per cent per month, with the number of sites doubling every 53 days. Seeks to...

The management of the enhancement of the quality of service delivery is often primarily focused on minimising negative responses to product offerings, rather than maximising positive responses. To date there has been little debate on the negative aspects of quality. This paper reviews the...

Asserts that there is good evidence that service quality may be achieved and sustained in the same way as is currently achieved and sustained in manufacturing industry by using simple measurement techniques. Moreover, there is evidence to suggest that the opportunity for continuous improvement...

Based on experience working with a manufacturer of ceramic sanitaryware, whose Chief Executive has recognized the need to introduce more (some?) marketing orientation and more (some?) design skills into the organisation. A marketer and a designer were recruited simultaneously and tasked with...

Focus groups are an effective strategy in consumer research if conducted properly. Too often the meaning and origin of focus groups have been distorted by marketing and consumer researchers and the validity of retrieved data is questioned. By looking at the definition and evolution of focus...

Investigates the proposition that reasoned action theory can be successfully applied in the small business (dairy farmers) domain. That proposition is supported by the outcome and, in common with many other studies, attitude was found to be the main predictor of behavioural intention. The...

Marketing practitioners know that a product’s color may play an important role in a consumer’s purchase decision, but may not be familiar with the empirical research that has been conducted in this area. The purpose of this paper is to apply an associative learning framework to the color...

Examines the marketing task facing managed shopping centres in the UK. The industry has generally been reluctant to fully embrace the marketing concept and this needs to change as competition increases. Defines the marketing task and identifies considerable challenges in the UK context. The...

Discusses how marketing practice is competitively evolving as airlines, in a code‐sharing environment, seek to be more effective, efficient and profitable. It complements changes to airline structures in routeing, staffing levels and technology, and by establishing strong brand presence is a...