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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

The lifetime value concept

The significance of relationships with customers has received strong emphasis in recent marketing literature. Relations should be profitable, which can be measured by means of the LifeTime Value (LTV) concept. In this paper, a model for measuring LTV...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Janny C. Hoekstra, Eelko K. R. E. Huizingh
November 1, 1996

Research papers

Internet surveys

The paper describes the results of one of the first commercial surveys to be conducted in the United Kingdom over the Internet. It directly compares email and postal methods of data collection. The results show a major advantage for email in terms of...

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

Research papers

Attribute importance

In customer satisfaction research, analysis methods are needed that can provide a clear insight into the complex relationships among satisfaction ratings and various performance attributes. The purpose of such an analysis is to identify the areas...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Gilbert Swinnen, Koen Vanhoof
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

Customer focus in a service context

Customer orientation is the focus of this paper. The primary purpose of the underlying study is to measure the customer focus of real estate agents. The Narver and Slater -1990 scale was made operational to fit the situation of the real estate agents...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Ingrid Van Rijn, Yvonne Van Everdingen, Peter Risseeuw, Enno Masurel
November 1, 1996

Research papers

Sales management

The rationale of this study was based on the argument that unless we have a clear understanding of the selling job in a relational selling context we are unable to advise the sales management of the firm in the quest of building and maintaining...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Panayiotis Kyziridis, Michael Saren, Nikolaos Tzokas
November 1, 1996

Research papers

Linking customer satisfaction to loyalty and performance

Satisfied customers and customer retention should be one of the highest priorities of any business enterprise. Many companies are using some form of customer satisfaction measurement, but most companies do not have methods to put the customer...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Kai Kristensen, Anne Martensen
November 1, 1996

Research papers

Long run loyalty

This paper uses a continuous panel of doctors to analyse their portfolios (the number of drugs which are used) and how their prescribing decisions are spread across their portfolios. It reveals portfolios which are much larger, along with loyalty...

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