Purpose – This paper aims to discuss partitioning an air travel service encounter into touchpoints according to elements and phases, which are depth and breadth, respectively, using the conceptual framework of Le Bel. The empirical findings further the dialogue about the service encounter...

Purpose – The purpose of this paper is to focus on the four strategy tools of positions and positioning: leader, challenger, follower and niche. It suggests that it is important for managers to understand where their business fits in the market, vis‐à‐vis the competition. Without this...

Purpose – This article discusses optimizing customer retention using customer relationship management (CRM) linked with social cause‐related marketing (SCRM). Establishing a socially responsible synergy between company and customer is targeted to managers seeking creative and innovative...

Purpose – The purpose of this research is to question whether increased interest in exercise has truly generated a market for home fitness equipment in which women are a viable consumer segment. It is guided by two objectives: to what extent are female consumers a viable target market segment...