While there has been substantial research conducted in the business to consumer (B2C) sector on brand loyalty, there is scant evidence of the same in the business to business (B2B) sector (Russell-Bennett, McColl-Kennedy, & Coote, 2007). This paper seeks to advance the understanding of business...

No other sector in the economy influences business decisions like professional services, and while large commercial firms are major contributors to economies and employ highly educated people, they also engage teams of marketers who frequently work across national and international boundaries to...

Recent studies of innovation diffusion have investigated cross-country heterogeneity, but implicitly assumed within-country homogeneity. As such, these studies potentially overlook within-country variations in diffusion patterns, which may be even more important to marketing managers and...

Abstract - A simple mathematical model describing the diffusion of a new, infrequently purchased product is proposed. Many previous papers have reported that the differing behaviour of "innovators" and "imitators" is fundamental to the diffusion process. However, previous models have failed to...

Forecasting category or industry sales is a vital component of a company’s planning and control activities. Sales for most mature durable product categories are dominated by replacement purchases. Previous sales models which explicitly incorporate a component of sales due to replacement assume...

The Product Life Cycle (PLC) concept is a well-known marketing strategy and planning tool. The concept is based on a simple biological analogy of stages over a product's "life," which is intuitively appealing, but unfortunately has limited utility in practice. For such a prominent marketing...

Brand related concepts in the business-to-business sector have received little attention. Nevertheless recent research has shown that brand equity exists in business-to-business markets. Thus, brand-building investments in this sector may be worthwhile. Moreover, the brand loyalty concept...

This chapter introduces a model depicting how the impersonal influence of mass media plays a central role in the symmetrical relationship maintenance strategy of legitimacy. In doing so it challenges a number of existing conceptions of the role of media in public relations practice. Firstly, it...

The success ful management of frontli ne staff is important for service organisations as customers often make evaluative judgements of the service encounter through interactions with these staff. The behaviour and attitude of these frontline staff therefore play a fundamental part in this...

Destination Marketing organisations worldwide are increasingly focusing attention towards the development of place brand campaigns. However, there has been relatively little research on the topic reported in the academic literature. In particular there is a paucity of research relating to...