You searched for: ""

The results has been filter on Tags containing Relationship Marketing.
ANA has found 28 results for you, in 243 ms.
Didn’t find what you were looking for? Try the Advanced Search!

Research papers

Knowledge discovery for efficient relationship marketing

Today’s business environment is going through fundamental changes. Market saturation, increased commoditisation, shorter product life cycles and above all increased competition and business risks are influencing the way organisations see and...

Catalogue: Financial Markets In Turbulent Times 1999: Guidance From Marketing Research
Author: Wolfgang Schweiger
September 1, 1999

Research papers

Can we predict fragrance preferences from consumers' choice of colour?

A relationship between colour preference and fragrance, should one exist, might enable inferences to be drawn from information concerning the former about which types of perfume a consumer might be expected to wish to buy. This paper seeks to...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Authors: Vivien S. Wilton-Middlemass, David Rose
December 1, 1996

Research papers

Preference and past brands used

This paper analyses the effect of the fine fragrance current brand used, on the perception of test fragrances and consequently the acceptance or rejection of product evaluated. This paper also analyses whether it is preferable to use word or pictures...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: Francisco Batalla
December 1, 1996

Research papers

New marketing and direct communication

Searching for direct ways to reach the customer is today's trend in the marketing techniques applied by Dutch banks. Cutting out the middleman, relationship building and the ability to anticipate the customer's ever-changing moods are believed to be...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Author: Mirjam C. Raaijmaakers
November 1, 1996

Research papers

Relationship marketing

This paper provides a brief review of what relationship marketing (RM) is and can be, and what the consequences are for marketing management and marketing research. It is based on almost thirty years of research and experience concerning...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Author: Evert Gummesson
November 1, 1996

Research papers

The new marketing

In recent years the traditional approach to marketing has been challenged by the new paradigm of Relationship Marketing. The meaning of Relationship Marketing is still being developed, in theory and in practice. The purposes of this paper are: 1. to...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Victoria Little, Richard Brookes
November 1, 1996

Research papers

Relationship marketing and design participation

Relationship marketing is conveniently thought of as a means of building forms of customer loyalty which transcend preferences for particular products. This implies a conceptual divorce between the customer-supplier relationship and the process of...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Murray Clark, Anne Tomes, Peter Armstrong
November 1, 1996

Research papers

Affinity credit card

The outcomes of the planned research programme will be a quantification of the attributes of the credit card issuer, the affinity group and the affinity credit card holders, which underpin their relationship with each other. It will throw...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Suzanne Horne, Pete Naude, Steve Worthington
November 1, 1996

Research papers

Relationship marketing= Ethical marketing

The premise of this paper is that relationship marketing should be equated with ethical marketing. That is, ethical concepts are at the root of long term associations between companies. The field of virtue ethics is especially appropriate to this...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Graham Wood, Gene R. Laczniak, Patrick E. Murphy
November 1, 1996