Resources Library by ANA

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

Buyer-seller relationship

The communication is questioning the role of the New Information and Communication Tools in the development of inter-organizational buyer-seller cooperative relationships. Based on an integration of information systems and marketing theories, this...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Author: Nathalie Guibert

November 1, 1996

IT in customer service

This paper presents the adoption of information technology in Customer Service and its verification through the application of an adapted Guttman scale. The Scalogram analysis is a validity test of a hierarchical scale for the functionality and...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Author: Christine Domegan

November 1, 1996

Who decides for the undecided customer?

Within grocery retailing, there seems to have been a shift to a more customer oriented perspective. As indicated by the empirical studies presented in this paper, grocery stores customers seem to be generally satisfied, and lack clear notions of how...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Carina Holmberg, Anne Magi

November 1, 1996

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

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

Grounded theory

This paper sets out to explain and to critically evaluate how grounded theory can be utilised within marketing management settings. The key characteristics underlying qualitative research are outlined prior to a fuller explication of the methods...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: John Connell, Andy Lowe

November 1, 1996

Information technology

This paper discusses the relationship between market orientation and the application of information technology. A scale for measuring market orientation is developed. From a survey the characteristics of organizations with a certain market...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Cor N. Molenaar, Frans W. Plat, Janny C. Hoekstra, Peter S.H. Leeflang

Company: Ogilvy

November 1, 1996

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