A large number of service corporations are configured with headquarters that determine the major principles of operation (services, pricing, marketing and advertising) and regional salesforces that are responsible for acquiring new customers and catering to the needs of existing customers. This...

Purpose – Service‐dominant logic of marketing claims that employees' knowledge and skills are the firm's only sustainable advantage. The purpose of this paper is to analyze the importance of branding in attracting the right employees. Design/methodology/approach – This paper employs the...

Neither market orientation nor the possible link to performance is easily achieved and in various countries companies may organize differently to cope with the information‐processing and customer‐responding challenges. Nationwide surveys in banks in Denmark, Finland, Norway, and Sweden...

Discusses the issues raised by general criticism of the traditional accounting‐based analysis of profitability and in particular of data quality and relevance, from the perspective of strategic marketing decisions. The major validity problem of profitability analysis is related to the...

Customer loyalty is a major strategic objective and focus in marketing. It has been suggested that brand reputation is a major driver of customer loyalty, and hence companies seek to increase the equity of their brands. Quality affects not only customer satisfaction, but also the reputation of...

The perspective of marketing has changed from regarding marketing as a series of independent transactions to a dynamic process of establishing, maintaining and enhancing relationships. In an emerging theory of relationship marketing, both trust and satisfaction are core concepts in understanding...