Previous studies show how strategies based on the customer lifetime value (CLV) can lead to an increase of profitability for a firm. In this context, marketing serves the purpose of maximizing CLV and customer equity (the CLV of current and future customers). For most types of service firms,...

La globalización y el entorno altamentecompetitivo exigen a las empresasestar orientadas al mercado y gestionarsu cartera de clientes como un activoestratégico clave para aumentarla rentabilidad del negocio y lograruna ventaja competitiva sostenible enel tiempo. El objetivo de este artículoes...

Understanding variations in shopper price knowledge is important to academics identifying their sources, and to retail managers whose pricing strategies may depend on the extent of shopper price knowledge (or lack of) within the items they manage, since price knowledge is an important driver of...

Retailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes toward national brand promotions and store brands have similar or different...