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...

"This textbook introduces students to the field of marketing management by drawing on a customer-centric approach that best reflects the way marketing is conceptualised and practiced today"-- Provided by publisher

Purpose: Organizations (data gatherers in the context) drown in data while at the same time seeking managerially relevant insights. Academics (data hunters) have to deal with decreasing respondent participation and escalating costs of data collection while at the same time seeking to increase...

Purpose: Building on the multi-divisional business model (M-model), the purpose of this paper is to develop a better understanding of triadic business models – T-models – and how they create value for their three categories of stakeholders, i.e., the suppliers, the platform firm and the...

Purpose – The purpose of this paper is to develop a framework for understanding service design and how service design relates to central concepts within service marketing. Design/methodology/approach – For companies, service design is growing in importance and has become a crucial capability...

Purpose – The purpose of this paper is to provide insight into the decision process behind whether customers complain, and to identify the effects of the situational factor credence quality in this decision process. Design/methodology/approach – A quasi-experimental design is used in which...

One of the most controversial findings in Morgan and Rego (2006) was that two widely advocated loyalty metrics, “Net Promoter” and “Number of Recommendations,” have little or no value in predicting the financial outcomes of firms. We argue that neither measure was actually examined and...