Purpose – The research aims to test whether the ability to measure marketing performance affects the actual performance of firms, in the context of the European high‐tech sector. It also aims to test whether performance‐reporting frequency and size of marketing budget mediate the...

Purpose – This paper aims to examine O'Shaughnessy and O'Shaughnessy's response to accusations about marketing's detrimental impact on society. Design/methodology/approach – A review of the empirical research on consumerism and materialism to date. Findings – Indicates that consumerism is...

This paper defines and develops the concept of ‘appealing to the imagination,’ a type of marketing communication designed to engage the imagination of the target audience, which presents aesthetic, poetic, and truthful characteristics. The paper proposes ‘appealing to the imagination’ as...

Dr. Andrew Abela is the Dean of the School of Business & Economics at The Catholic University of America. He contributes to a wide-range of publications and consults to several major corporations on marketing and internal communications issues.

Purpose – The purpose of this paper is to examine the merit of enterprise policies that seek to enhance market orientation as a driver of firm performance. Design/methodology/approach – The approach takes the form of empirical research utilising the MKTOR survey instrument, administered to...

Purpose – The aim of this study is to examine the relationship between customer satisfaction, earnings and firm value. Design/methodology/approach – A model borrowed from the accounting literature – the Ohlson model – is used to consider the impact of customer satisfaction on Tobin's q...

Purpose – While service quality, trust and commitment are frequently cited as critical to achieving important firm outcomes, the role of service differentiation in this framework is largely unknown. Yet, differentiation is important because a firm's distinctiveness is linked to...