Search

Copyright of Accounting & Financial Studies Journal is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Relationship marketing through digital forms of integrated marketing communications can provide sport organizations with a range of positive outcomes. Given decreasing participation, membership and funding pressures, sport organizations need to engage with current and prospective consumers to alleviate these concerns. Drawing on existing research in the digital communications setting, a framework illustrating the end to end integrated marketing communications function as implemented by governing bodies as a form of not-for-profit sporting organizations is presented and tested. Satisfaction with integrated marketing communications was shown to have a direct effect on relationship quality and behavioral intentions, including revenue raising, increasing participation, raising awareness, and enhancing public perception providing practical and theoretical benefits. [ABSTRACT FROM AUTHOR]

A new marketing approach that allows pharmaceutical companies to successfully adapt to the changing external environment can be considered as a holistic marketing. This concept consists of interacting elements influences on the consumers’satisfaction in effective, safe and available pharmaceutical products. The aim of the work is the analysis of application of the holistic marketing elements on the example of Ukrainian pharmaceutical manufacturing enterprise and the model development for this concept implementation in the activity of pharmaceutical companies. Materials and methods: content analysis, survey method, logical and system analysis. The research is conducted based on Ukrainian pharmaceutical manufacturing company– LLC «Yuria-Pharm». The survey of company`s employees on the use of holistic marketing elements has been carried out. According to the results, the vast majority of respondents are women from 25 to 44, with work experience in the company up to 5 years, with higher medical, pharmaceutical or economic education. As a rule, respondents hold senior positions in the different departments or directly involved in promotion of the company’s products.According to results obtained, 91.4% respondents understand the values of the company, and 85.7% completely share them. Almost half of respondents suppose that company policy supports their leadership traits development (internal marketing). 68.6% employees sure that the company should take into account the interests of society, focusing on the development of scientific research and support of gifted youth (socially responsible marketing).It has determined that only 34% respondents are constantly interacting with other departments’ employees (integrated marketing).The vast majority of employees cooperate with health facilities (54.3%) and suppliers (51.4%).The respondents have the most productive relations with wholesale companies, health facilities, suppliers and customers (relationship marketing).Respondents estimate relations between the company and its key stakeholders rather positively.Nevertheless, it is worth working in this direction. The model of holistic marketing for its implementation in the activities of pharmaceutical companies for provision of the population in Ukraine with available, effective and safe medicines has been developed. The perspective direction of future research is the adaptation of the holistic marketing concept to the current realities of pharmaceutical market and the practical recommendations formulation regarding the holistic approach in the creation of a marketing strategy.

We examine prominent market anomalies and evaluate the efficacy of alternative asset pricing models under different financial integration settings. A financial integration index is developed for classifying 25 sample markets into high-, medium- and low integration groups. Size is found to be the strongest anomaly in world markets, followed by value and liquidity. Value and profitability effects are larger for low-integrated markets. Highly integrated markets experience short-term momentum while many low-integrated markets exhibit mild reversals. Fama and French five-factor model outperforms capita l asset pricing model (CAPM) and Fama and French three-factor model in explaining returns. International factors augment the role of local factors for more integrated markets. Our study has implications for global investors to design anomaly based investment strategies. [ABSTRACT FROM AUTHOR]

With the advent of new digital communication channels, the use of media for marketing purposes is changing dynamically and fundamentally. Also, the manners of using different media sources in order to obtain the requested information are diversified, which inevitably affects when, where and in what way potential customers choose certain brands. Accordingly, the aim of this paper is to identify the way in which customer makes the decision to purchase and consume a particular brand. This implies analyzing the key points of contact between the brand and customers, which leads to the desired profitability of the behavior of targeted customers. This paper presents the results of a research conducted in 2018, within the relevant group of respondents, for the automotive lubricant industry and the observed brand Nisotec. The obtained results indicated the complexity of the decision-making process of targeted customers, because they differ in the manner and degree of traditional and digital media use, customer behavior and attitude towards the industry and other interests, which conditions the brand response in terms of creating an optimal strategy of integrated marketing communications. [ABSTRACT FROM AUTHOR]

Purpose: To inform and optimize frontline service interactions associated with higher education recruitment, the linguistic content and context of online posts by brand ambassadors and prospective students in a brand community are examined. Design/methodology/approach: Using Linguistic Inquiry Word Count (LIWC) with content analysis, the authors examine over 20,000 online communication posts to identify prospects' needs and communication styles that may inform brand ambassadors' outreach efforts. Findings: Analysis reveals linguistic differences between brand ambassadors' and prospective students' posts across public and private spaces, suggesting gaps in exchange efficacy. Publicly, prospects express more positive emotion, affiliation and authenticity than in private posts, where posting engagement is the highest. Prospects overall low clout language, combined with brand ambassadors' low authenticity scores, suggest limited influence in exchange efforts. Theoretically, findings suggest that given the hedonic nature of public exchanges, this is where brand ambassadors may be more influential than in private, utilitarian informational exchanges. An integrated influencer marketing servicescape model is developed to guide future research. Originality/value: Findings extend and integrate the online servicescape and influencer marketing literatures by revealing the importance of service interaction context and linguistic styles in enhancing frontline informational exchanges. Aligning linguistic language such as analytical thought, clout, authenticity, emotional tone, temporal focus and affiliation between public and private contexts may enhance authenticity in frontline service interactions, thereby enhancing communication effectiveness. [ABSTRACT FROM AUTHOR]

Basic directions of increase of Palestine medical institutions efficiency on the basis of application of marketing technologies (as an example of Al-Shifa hospital) are defined. Some preconditions for marketing application through modernization of medical institutions are considered. The essence of the basic modern marketing concepts which adoption into the activity of medical institutions will positively affect the development of Palestinian medical institutions is revealed.

Copyright of Al-Dananeer is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The purpose of this research is to establish whether academics and practitioners are similar in their perceptions of what Integrated Marketing Communications (IMC) is and the role it has to play in today's dynamic landscape. This objective is achieved first by examining the IMC literature to establish the main themes that underpin the construct and to identify the topics that have been most discussed over the past 10 years. These findings are then utilised to perform a content analysis of 10 essays that were published by Campaign magazine in December 2010 by high-profile practitioners under the heading of ‘What's Next in Integration’. The findings indicate that there are differences in the perception of academics and practitioners on IMC, mainly in the area of internal audiences and its strategic role within an organisation. These findings are of interest to academics, clients, and agencies, as these areas of misunderstanding may be acting as a barrier to IMC implementation. This research identifies significant differences in how IMC is perceived by academics and practitioners in the advertising industry. This identification is important because organisations can only benefit from IMC fully if there is a common understanding across clients, agencies, and academics of what it is and how it works. Misunderstandings can create barriers to full implementation, and it is the responsibility of the industry as a whole to address this and enable meaningful dialogue to take place and progress to be made. [ABSTRACT FROM PUBLISHER]

The paper assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the Mix as theoretical concept and also the favourite management tool of marketing practitioners. It reviews the criticism on the 4P's emanating from five "traditional" marketing areas - Consumer Marketing, Relationship Marketing, Services Marketing, Retail Marketing, Industrial Marketing -and the emerging field of Electronic Marketing. The paper identifies two main limitations of the Marketing Mix as management tool, common in all examined domains, namely the model's internal orientation and lack of personalisation. It also identifies several area-specific limitations and underlines the need for further research on the issue. The weaknesses identified in the study seem to support the frequently expressed suggestion that marketing scholars should focus their efforts in formulating the conceptual foundations and marketing methodologies that better address the needs of today's and tomorrow's marketer. [ABSTRACT FROM AUTHOR]

The authors develop a framework for understanding the behaviors and practices of service providers that build or deplete consumer trust and the mechanisms that convert consumer trust into value and loyalty in relational exchanges. The proposed framework (1) uses a multidimensional conceptualization for the trustworthiness construct; (2) incorporates two distinct facets of consumer trust, namely, frontline employees and management policies and practices; and (3) specifies value as a key mediator of the trust-loyalty relationship. The authors test the proposed model using data from two service contexts--retail clothing (N = 264) and nonbusiness airline travel (N = 113). The results support a tripartite view of trustworthiness evaluations along operational competence, operational benevolence, and problem-solving orientation dimensions. Moreover, the authors find evidence of contingent asymmetric relationships between trustworthiness dimensions and consumer trust. For frontline employees, benevolent behaviors demonstrate a dominant 'negativity' effect (i.e., a unit negative performance has a stronger effect than a unit positive performance), whereas problem-solving orientation has a dominant 'positivity' effect (i.e., a unit positive performance has a stronger effect than a unit negative performance). Value completely mediates the effect of frontline employee trust on loyalty in the retailing context and partially mediates the effect of management policies and practices trust on loyalty in the airlines context. The role of frontline employees is more critical in the retailing context, whereas management practices and policies play the dominant role in the airlines context. Overall, the proposed framework successfully models trust and loyalty mechanisms across the two industries examined in the study, while remaining sensitive to essential contextual differences. [ABSTRACT FROM AUTHOR]

This paper participates in the latest discussion on theory formation in the marketing discipline. We argue that some of the novelty and generality claims in current relationship-marketing (RM) propositions are inflated. On the basis of a conceptual analysis of the disciplinary roots of RM thinking, we argue that RM does not form a general theory of marketing, and that actually two types of relationship theory exist: Market-based, more consumer-oriented RM, and Network-based, more interorganisationally-oriented RM. The fundamental differences between these two types of theory are identified and discussed. Theoretical conclusions and managerial challenges originating from the dual nature of relationship marketing conclude the paper. [ABSTRACT FROM AUTHOR]

Purpose: Inter-firm integration is a multidimensional concept. This study aims to examine the performance effects of two aspects of inter-firm integration, coordination integration and authority integration, and their co-alignment with strategic and contextual factors. Design/methodology/approach: The author conducted a quantitative empirical study using survey data of Japanese manufacturing companies' relationships with their wholesalers to test hypotheses based on a literature review. Findings: Coordination integration has a positive performance effect. There is co-alignment between high (low) coordination integration and high (low) product uniqueness. High (low) coordination integration is associated with high (low) demand uncertainty. High (low) authority integration is consistent with high (low) behavioral uncertainty. Research limitations/implications: This study contributes theoretically to marketing channel and business-to-business marketing literature by holistically examining the linkages among governance forms, marketing-strategic factors, exchange-contextual factors and inter-firm performance. A limitation of this study is that the research data were collected in only one country, Japan. Thus, country-specific factors might affect the analytical outcomes. Practical implications: Appropriate co-alignment among governance, strategies and contexts significantly influences performance. The findings have significant implications for manufacturing firms' channel strategies. Originality/value: This study tests the influences of two distinct dimensions of inter-firm integration on inter-firm outcomes, which few previous studies address. It comprehensively examines the linkages among governance forms, strategic factors, environmental factors and performance. [ABSTRACT FROM AUTHOR]

The term Relationship Marketing has been used in a multitude of ways to describe and define marketing in the contemporary environment. This has led to the term being loosely defined and applied in the literature, resulting in frustration for both researchers and practitioners. Therefore, a classification scheme is developed from analysis of the extant literature, and used to systematically examine the meaning of marketing across twelve dimensions which reflect issues related to marketing practice. From this scheme, the authors identify two 'perspectives' of marketing, which encompass four distinguishable 'types' of marketing. Implications for future research in the area are discussed. [ABSTRACT FROM AUTHOR]

A common element of all views of relationship marketing is the "cooperate-to-compete" thesis. That is, to be an effective competitor often requires one to be an effective co-operator One implication of this thesis is that not all instances of firms co-operating with each other constitute anti-competitive collusion. This article argues that, although neoclassical, perfect competition theory cannot provide a theoretical foundation for relationship marketing's "co-operate-to-compete" thesis, the recently developed "resource-advantage" theory of competition can do so. Furthermore, this article uses resource-advantage theory to address the relationship portfolio conundrum. Specifically, the paper argues that firms should develop a relationship portfolio that is comprised of relationships that constitute relational resources. [ABSTRACT FROM AUTHOR]

In recent years, the traditional Transaction approach to marketing has been challenged to the point where a number of authors have suggested that a "paradigm shift" is occurring. The "new paradigm" is commonly referred to as Relationship Marketing, and has been used to reflect a number of different types of relational marketing activity, including Database, Interaction and Network marketing. This paper investigates current marketing practice to clarify the relevance of these alternative approaches using four case studies and a survey of 134 firms. The results do not support the notion of a complete "paradigm shift." Rather, the findings show that for many firms, transactional marketing is relevant and practiced concurrently with various types of relational marketing. It is concluded that while relational marketing issues are currently receiving attention from academics and practitioners alike, the role of transactional marketing should not be ignored or underestimated. [ABSTRACT FROM AUTHOR]

The marketing mix and its 4Ps have remained the marketing paradigm for decades. In the article it is argued that the foundation for this paradigm is weak and that it has had negative effects on marketing research and practice Contemporary research into services marketing and industrial marketing demonstrates that a new approach to marketing is required. This new approach is based on building and management of relationships. A paradigm shift in marketing is under way. The thoughts and actions of marketing academics and practitioners should not be constrained by a paradigm from the 1950s and 1960s. [ABSTRACT FROM AUTHOR]

Presents abstracts of articles related to personnel selling and sales management. "Reverse Marketing: A Synergy of Purchasing and Relationship Marketing," by Wim G. Biemans and Maryse J. Brand; "Sex, Sales & Stereotypes," by Ron Zeiger; "It´s a Woman´s World," by Nancy Arnott.

The article discusses the use of visual analysis in marketing research. Visual analysis refers to an exploratory technique used to identify significant factors of influence. An example of visual analysis is presented. The technique involves the use of cards representing one case or unit of observation. The cards are placed into categories based on the characteristics desired in the study. The cards are used to define patterns of characteristics. The researcher can use the cards to explore relationships.

The article looks at the study and teaching of integrated marketing communication (IMC). The need to find ways to bring together the discipline knowledge of the social and behavioral sciences with marketing and business is emphasized. The author also feels that IMC needs to be recognized and treated as an emerging discipline. The seven areas that comprise the current view of IMC are identified as brand equity, strategic integration, message integration, multiple audiences, managing contact points, database communication, relationship building, and synergy.

This article investigates associations between couples' divisions of time spent on employment and household chores and respondents' satisfaction with their partner relationship. Theoretical notions of specialization and equity were used to derive hypotheses. Specialization relates to differentiation in the content of tasks, whereas equity in hours indicates similarity in time devoted to family needs. We study direct effects of hours-equity and specialization with relationship satisfaction, but more importantly we investigate to what extent associations differ for people with egalitarian gender role attitudes, and for people with young children. We analysed dyadic data from the British Household Panel Survey. Surprisingly, no main effects of hours-equity and specialization on relationship satisfaction were found. Our results did show that for men with egalitarian gender role attitudes, equity in hours positively affected relationship satisfaction. Moreover, specialization was related to lower relationship satisfaction for men with egalitarian gender role attitudes. Conditional effects were not found for women or for the presence of children. [ABSTRACT FROM AUTHOR]

Basic directions of increase of Palestine medical institutions efficiency on the basis of application of marketing technologies (as an example of Al-Shifa hospital) are defined. Some preconditions for marketing application through modernization of medical institutions are considered. The essence of the basic modern marketing concepts which adoption into the activity of medical institutions will positively affect the development of Palestinian medical institutions is revealed.

The concept of experiential marketing remains somewhat intangible and no real efforts have been made in uncovering the components of successful experiential marketing event. The aim the paper is to measure the influence of experiential marketing on customer purchase intension. Experiential marketing enables customers to differentiate one product or service with another since they experience themselves directly in the process of selecting and consuming the product or service using five approaches, such as sense, feel, think, act and relate. [ABSTRACT FROM AUTHOR]

Purpose – The aim of this paper is to illustrate that the operant resource perspective of the service-dominant (S-D) logic can explicate how operant resources can influence relationship marketing (RM) strategy success. Design/methodology/approach – After a brief discussion of the operant resource perspective of the service-dominant (S-D) logic, the paper reviews relationship marketing literature to identify and explore specific operant resources that can influence relationship marketing success. Findings – This paper identifies several operant resources that have been empirically verified to have positive influence on relationship marketing success and several other operant resources that need further conceptual and empirical investigation. Originality/value – The operant resource perspective of relationship marketing strategy and the operant resources identified in this paper provide the foundation for theory development and managerial practice. [ABSTRACT FROM AUTHOR]

Purpose:The article synthesizes the extensive empirical work on relationship marketing (RM) and compares the various conceptualizations to give a better understanding of the relational factors (i.e., characteristics of the business relationship) that improve a seller’s objective performance (i.e., share of business) in a business-to-business (B2B) services context. These conceptualizations, taken from the literature, link relational antecedents (i.e., communication, domain expertise, relational value, and mutual goals) to relational mediators (i.e., trust, satisfaction, commitment, relationship quality) to explore how they in turn affect a seller’s share of business. Methodology/approach:All 4 models derived from the literature review were assessed using a dataset drawn from a survey of 948 client firm representatives of a Portuguese hotel chain in a B2B services context. Findings:The best of the models in terms of model fit and prediction of share of business shows that only customer commitment directly drives a seller’s share of business, and simultaneous interrelated changes in customer trust and satisfaction, as well as customer perceptions of relational value, drive customer commitment, and so exert indirect effects on performance. The model that proposes that a seller’s performance is strengthened by simultaneous interrelated improvements in customer trust, satisfaction, and commitment (i.e., with these three mediators being conceptualized as a single, combined, higher-order mediator, termedrelationship quality[RQ]) shows inferior fit. No combination of mediators (satisfaction, trust, or commitment) improves the seller’s objective performance over and above their individual effects (i.e., there are no synergistic effects). Research implications:The literature review suggested four ways of modeling RM antecedents, mediators, and their effect on performance. Complex second-order constructs such as RQ lack explanatory power when predicting outcomes and mask the effects of individual relational mediators. Correct conceptualization is important, as conclusions vary drastically even with the same set of relational mediators and same dataset. Practical implications:B2B service providers’ investments in RM will lead to improved share of business only if customer commitment is high or there is at least the potential to improve it. This requires an understanding of how valuable the customer believes the relationship to be, and how the customer rates the relationship with the firm in terms of satisfaction and trust. A customer segmentation approach to relationship building and maintenance is advocated and detailed suggestions are put forward. Originality/value/contribution:Apart from the work by Palmatier, the relationships between RM antecedents and mediators have not yet been examined simultaneously and findings are fragmented. The article provides a synthesis of this expansive literature. It contrasts different interplays between RM mediators, including their interrelationships as a higher-order construct, and explores possible synergy effects. Unlike previous work, this study focused on an objective measure of seller performance (i.e., share of business), whereas previous studies have tended to examine subjective measures, especially within the B2B context. Furthermore, four full models were assessed here, each of which included the antecedents to RM mediators and their links to objective performance. [ABSTRACT FROM AUTHOR]

Purpose – The objective of this paper is to investigate IMC metrics in the lens of an institution-wide change management process, and to do so, the authors develop and test an organizational data quality enhancement model. Design/methodology/approach – Qualitative research was conducted, with a follow-on quantitative pre-test. A subsequent, larger-scale quantitative survey resulted in a total of 128 responses, 124 useable. A regression analysis was conducted using the factor scores of the six organizational dimensions as independent variables and overall data quality as the dependent variable. Findings – The findings show that overcoming poor IMC data quality requires a corporate culture that reduces cross-functional and departmental divides. The authors also support the idea that horizontally organized learning organizations not only have superior IMC data, but they also achieve higher rates of return on their cross-platform IMC efforts. Research limitations/implications – The research has limitations in terms of substantive generalizability, since it focuses on one industry within the USA. Future research can expand to other industries and expand to a global setting in order to replicate these findings. Practical implications – Most improvement seems to be needed in the area of sharing customer data. The findings provide a signal to marketing organizations that want to connect with their customers that data quality must be a strategic priority, with appropriate processes in place to manage data at every touch point. Originality/value – Research is needed that establishes effective methods for measuring the success of data-driven communication efforts to support management. [ABSTRACT FROM AUTHOR]

Copyright of Desarrollo Gerencial is the property of Universidad Simon Bolivar (USB) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The aim of the article. The aim of the article is to establish the essence and the components of holistic marketing concept, to analyse the main drawbacks of the existing structural models of holistic marketing and to develop more reasonable conceptual model of holistic marketing in the modern business environment. The results of the analysis. The theoretical significance of the research is that the investigation raises problems related to using innovative marketing technologies in business activities of industrial enterprises in modern economic conditions. One of such technologies is a holistic marketing concept. The author supplements the researches of scientists improving the terminology of this issue, systematizes and compares the views of scientists on definition the essence of the category of «holistic marketing» and the constituent elements of the concept. The practical value of the results of research is in the development of scientific and applied positions of holistic marketing concept, which can be used by modern industrial enterprises. The author investigates the structure and orientation of holistic marketing concept, analyses its main elements and proves, that using the holistic marketing concept in economic activities of industrial enterprises gives them additional competitive advantages, helps to generate revenue and significantly improves the efficiency of their functioning through synergy. The article also contains the analysis of the existing in economical literature scientific approaches to the construction of the structural model of holistic marketing and their main disadvantages. The author argues that researchers do not pay enough attention to the construction of the structural model holistic marketing. There are scientists who look into this question, but most of them represent holistic marketing as a set of its elements, in the form of 4 concepts that shape it. But according to the author of the article such model of holistic marketing has several disadvantages such as: firstly, holistic marketing appropriately may be represented as a system that contains described components, not as concepts that form the holistic marketing; secondly, this model shows no relationships between the constituent elements of holistic marketing, while in the opinion of the author they are present there; thirdly, holistic marketing is represented as a set of specific concepts, but their orientation is not described; fourthly, most of researchers do not specify the functional participation of each component in the holistic marketing. So the scientific novelty of the article is that its author suggests an own vision of modern model of holistic marketing, which is more reasonable in modern economic conditions. According to this model holistic marketing consists of four concepts: customer relationship marketing, social-ethical marketing, integrated marketing and internal marketing. It combines orientation of all concepts that shape it, forming a complete sphere (space) of orientations of holistic marketing. Besides holistic marketing is aimed directly at the centre of focus. It is a place where the interests of all stakeholders are intersecting and require consistency. The conceptual categorical apparatus of holistic marketing is improved including an own definition of holistic marketing which is presented by the author. The theoretical and applied positions of using the concept of holistic marketing in economic activities of industrial enterprises have got the further development. Conclusions and directions of further researches. Thus the results of the investigation show that the concept of holistic marketing is a complex approach to marketing support of business activities of industrial enterprises. This approach helps to achieve satisfaction and reconciling the interests of a fairly wide range of people by combining different in their focus marketing concepts into an integrated system. However using the concept of holistic marketing in economical practice of industrial enterprises will create an innovative mechanism of regulation of industry enterprises' activities that can respond flexibly to changing market factors, combining innovation activities and the latest marketing tools. [ABSTRACT FROM AUTHOR]

In spite of the increased emphasis being placed on integrated marketing communication (IMC), limited attempts have been made to critically analyse existing viewpoints, the evolution of the concept and its application. The research problem of this article is based on this limited mindset, which has arguably created a problem in understanding IMC as a process and in the integration of actions, which appear to be superficial in most cases. The main objective here is to contribute to these viewpoints by addressing the problem through an analysis of existing literature, to stimulate much-needed necessary debate on this phenomenon and advance IMC thinking, which is increasingly being challenged from the perspective of the emerging paradigm of strategic communication. This is done through a combined categorical, theoretical and integrated communicative perspective. The author highlights the need to approach IMC thinking from a strategic and corporate brand perspective, which could help engender dramatically changing expectations and demands across organisations, for a clear understanding of IMC practice and theory. Subsequently, taking an alternative re-orientated strategic perspective, based on all current approaches, is proposed into what is termed ‘strategic integrated communication’ (SIC). The focus in SIC is on the strategic intent of the organisation to enhance strategic, integrated communication and knowledge management of information through creative media strategies and environmental scanning. All of this should be based on trust, loyalty, integrity and credibility, to maintain valuable long-term stakeholder relationships. [ABSTRACT FROM PUBLISHER]

Purpose:The purpose of this study is to propose a conceptualization and empirical validation of Key Account Management Orientation (KAMO), a multidimensional construct integrating attitude- and behavior-related set of values toward key account management (KAM) and to explore potential influences on different aspects of KAM effectiveness. Design/Methodology/Approach:A series of in-depth interviews were conducted for the development of KAMO. Once this was achieved, the main quantitative study was conducted by collecting data from 304 suppliers from different sectors. Findings:Findings suggest that KAMO influences financial as well as nonfinancial performance. Findings also confirm the mediating role of relationship quality and relational capabilities in this relationship. Research Limitations/Implications:The dimensions that comprise KAMO may not be just antecedents but also consequences of an effective KAM program. Future longitudinal studies will allow deepening our understanding of the relationships between the variables. Practical Implications:Suppliers who adopt KAMO as part of their philosophy are likely to achieve superior business performance both financial and nonfinancial. Suppliers should shift from the traditional sales management approach toward KAM to a more relationship-oriented philosophy if they seek to enjoy full benefits from a KAM relationship. Originality/Value:This is the first study to provide a comprehensive and empirically valid measure of a supplier's KAMO. The study sets the management of KAM relationships within a broader relationship marketing framework. [ABSTRACT FROM PUBLISHER]

Purpose – This study aims to combine the literature on green marketing and relationship marketing into a new managerial framework of green trust. In addition, this study seeks to elaborate the relationships among green perceived quality, green perceived risk, green satisfaction, and green trust. Design/methodology/approach – The research object of this paper focuses on Taiwan's consumers who have the purchase experience of information and electronics products. This study undertakes an empirical study by means of the questionnaire survey method. The questionnaires were randomly mailed to consumers who had the purchase experience of information and electronics products. Structural equation modeling (SEM) is applied to test the research framework. Findings – The empirical results indicate that green perceived quality would positively affect green satisfaction and green trust, whereas green perceived risk would negatively influence both of them. In addition, this study points out that the relationships between green trust and its two antecedents – green perceived quality and green perceived risk – are partially mediated by green satisfaction. Hence, investing resources in the increase of green perceived quality and the decrease of green perceived risk is useful to enhance green satisfaction and green trust. Originality/value – Although previous research has explored the relevant issues about trust, none highlights trust about green or environmental issues from the perspectives of perceived quality and perceived risk. This study proposes a research framework, which can help companies enhance their green trust via its three determinants: green perceived quality, green perceived risk, and green satisfaction. [ABSTRACT FROM AUTHOR]

Copyright of Portuguese Journal of Marketing / Revista Portuguesa de Marketing is the property of Revista Portuguesa de Marketing / Portuguese Journal of Marketing and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

A basic tenet of relationship marketing is that firms benefit more from maintaining long-term customers; however, it is not clear whether the need for maintaining personal banking services of long-term and active customers (e.g., current savings accounts) is in the best interest of bank profitability (Reinartz and Kumar, 2000). The primary objective of this study is to provide a rigorous and differentiated empirical analysis of the lifetime and active-profitability relationship in a non-contractual service context. In this study, the authors find that, in personal bank service scenarios, the most valuable customers are those who are less active and have high account balances. Moreover, the correlation between customer activity, lifetime length, and profitability is not significantly positive; long customer lifetimes do not necessarily increase revenue or decrease the cost of customer service. Furthermore, a large number of transactions do not necessarily indicate a high lifetime value, and not all active customers contribute to large bank profits. The authors develop plausible explanations for findings that go against available evidence in the literature, which can help managers focus their efforts on more profitable customers. The authors also draw several marketing implications and acknowledge the limitations of this study. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this study is to develop an original framework to explore the influences of green perceived value and green perceived risk on green purchase intentions and to discuss the mediation role of green trust. Design/methodology/approach – This study applies four original concepts – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an integral model to enhance green purchase intentions. In addition, this research employs an empirical study by means of the questionnaire survey method to verify the hypotheses and to explore its managerial implications. Structural equation modeling (SEM) is applied to verify the research framework. Findings – The empirical results show that green perceived value would positively affect green trust and green purchase intentions, while green perceived risk would negatively influence both of them. Furthermore, this study demonstrates that the relationships between green purchase intentions and their two antecedents – green perceived value and green perceived risk – are partially mediated by green trust. Hence, investing resources to increase green perceived value and to decrease green perceived risk is helpful to enhance green trust and green purchase intentions. Originality/value – This study summarizes the literature on green marketing and relationship marketing into a new managerial framework of green purchase intentions. It utilizes four novel constructs – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an original research framework to enhance green purchase intentions. Although past research has highlighted the relevant issues about purchase intentions, none explores it about green management. Therefore, this paper develops the research framework of green purchase intentions to fill the research gap. [ABSTRACT FROM AUTHOR]

This article aims to use content analysis to provide an overview of the existing academic literature on relationship marketing by summarising definitions and major defining constructs based on the previous research findings in this area. The authors have summarised 72 definitions along with 50 general defining constructs of relationship marketing. In addition, sector-specific defining constructs for the banking, insurance, and health care sectors have also been identified. This article bridges the gap in the existing relationship marketing literature by providing a comprehensive list of relationship marketing definitions and identifying major general as well as some sector-specific defining constructs along different industry verticals. The research papers reviewed came from selected databases, which limits the generalizability of the findings to the whole existing literature on relationship marketing. The review of the existing literature was done to reduce the time and efforts of present and future researchers in this area by providing a quick snapshot of the existing definitions and major defining constructs that constitute relationship marketing and specifically the sector-specific dimensions of banking, insurance, and health care. [ABSTRACT FROM PUBLISHER]

In the early 1990s, the integration of marketing and marketing communication into the field of integrated marketing communication (IMC) redefined traditional views of advertising, public relations, marketing, marketing communication, and other related fields. Today, academicians and practitioners acknowledge the increasingly complex dynamics of the marketplace and call for another “integrative” move in the field. This time, the desired move is a rhetorical one that attends to IMC's impact on the human communicative exchange, especially people's ability to engage one another and story their experiences. The author of this paper contends that the humanities, through rhetoric and communication, provide a necessary starting point for integrating a rhetorical dimension into the study and practice of IMC. The purpose of this essay is to suggest the humanities discipline of communication and rhetorical studies as the point of engagement for the next integrative move in the advancement of IMC. [ABSTRACT FROM PUBLISHER]

The article presents a research which examines the relationship marketing based on the three dimensions of customer satisfaction, brand loyalty, and compliant behavior. Literatures related to the aspects of relationship marketing such as customer confidence and conflict handling and the demographics variables of ethnicity and income are presented. The researchers utilized the empirical method with integrated model to analyze relationship marketing with the variables. Results of the study indicate significant association of conflict handling and communication with customer loyalty and the positive contribution of the three dimensions to costumer satisfaction. Also noted is the need for the marketers to build customer relationship based on trust and competence.

The field of relationship marketing has been established in the past 15 years. Although many theories and models have been developed, ethical aspects have been neglected in the existing relationship marketing research. Because ethical aspects of the supplier-customer relationship have rarely been discussed in mainstream marketing, we integrated the values of well-being, justice, freedom, and truth—collectively referred to as core marketing ethical values—into relationship marketing. Theoretical conceptions were validated in 39 in-depth interviews with students on their banking relationships. Respondents generally ascribed a high level of importance to person-oriented aspects that are related to the core marketing values. Value-based corporate behaviour in the relationship covered access to full service (well-being), transparent advice and complete information (truth), and the avoidance of excessive overdrafts (freedom) and unfair or deceptive pricing (justice). Moreover, students' personal relationship with their banks moderated their reactions to ethical scandals. However, the interviews also showed that banks do not succeed in effectively establishing caring relationships. [ABSTRACT FROM AUTHOR]

A considerable number of papers in the area of relationship marketing appear to implicitly follow a positivistic stance. However, there seems to be some controversy around this matter, for a positivistic approach may not always be appropriate given the nature of the phenomenon of interest in this area. Some authors argue that erroneous philosophical approaches may be responsible for obstructing scientific debate and the development of the field. By focusing on relationship quality, a major construct in relationship marketing, the present article illustrates the main philosophical stances and systematises some of the implications of the decisions regarding the philosophy of science. [ABSTRACT FROM AUTHOR]

In this article, customer commitment to companies is examined using a social psychological model: the investment model. According to this model, commitment is determined by satisfaction level, quality of alternatives, and investment size (both factual and psychological). The study presents an overview of the literature and compares commitment in 5 different sectors: the banking industry, health insurance, supermarkets, mobile telecom providers, and the automotive industry. The results show that the model in its entirety is applicable to all of these sectors. The applicability of the investment model is highest in the banking sector and lowest in the automotive and supermarket sectors. Satisfaction is a particularly important determinant of commitment in the banking and health insurance sectors, whereas alternatives are a relevant determinant in all industries, particularly in the automotive sector. There are major differences in the effect of investments on commitment. This factor is particularly important in the automotive sector and generally appears to be more important in highly competitive sectors. We discuss implications for relationship marketing in this article. [ABSTRACT FROM AUTHOR]

The article presents the findings of a research conducted on examining the extent to which the relationship marketing (RM) in the Great Britain's facilities management (FM) sector is used. The study reviews the fundamental principles of RM, and its benefits for the FM sector. It investigates whether the FM sector in Britain is aware of the RM theory, and is implementing this theory in its day-to-day practices. It concludes that the FM industry is using many RM strategies, however, the industry does not classify its customers at present, in order to deliver more targeted services.

The primary purpose of this research was to analyze the current usage of relationship marketing among hotel practitioners and its potential applications in the context of Turkey's lodging industry, which has grown rapidly and been exposed to stiff competition recently. A descriptive cross-sectional research design was used to conduct the study. The importance-performance analysis, multiple regression and ANOVA were employed to analyze the data. The findings indicate that there is a gap between hotel managers' perceived importance and performance of relationship marketing. The results also show that younger managers with higher educational degrees are more aware of and more proponents of relationship marketing methods. [ABSTRACT FROM AUTHOR]

The focus of businesses has shifted from acquiring new customers to placing greater emphasis on retaining customers through relationship marketing. However, currently, there is limited knowledge on Relationship Marketing Instruments (RMIs) that are appropriate in managing customer relationships. This paper aims to explore and empirically test the dimensions of RMIs that are appropriate in managing customer relationships. First, it reviews the concept of RMIs and its important dimensions, followed by reports on the construction and validation of the measure of RMIs. The existing literature on this topic have hypothesized five dimensions of RMIs; however, an exploratory factor analysis discovers that RMIs consist of eight dimensions. The final part of the paper discusses the implications of the findings and directions for future research. [ABSTRACT FROM AUTHOR]

This conceptual framework aims to query hereditary maladoption and misuse of constructs in relationship marketing studies. In spite of the critical difference between network-oriented and market-oriented relationships, studies on both streams share constructs unselectively. Moreover, although possibly atheoretical applications of constructs prevail in consumer-firm relationship studies, one construct (i.e., opportunism) has not been illuminated in the same context despite its explanatory power. Lastly, an obsolete construct (i.e., transaction-specific asset) still plays a role in the relationship marketing paradigm even though it can be substituted with better relationship holding values. These factors are discussed, and suggestions are provided for future research reflecting current advances in technology. [ABSTRACT FROM AUTHOR]

In this article, the history of relationship marketing (RM) is challenged. Similar to discussions of the marketing concept, the debates surrounding RM are largely ahistorical. This is despite numerous scholars indicating that RM has a far longer history than is currently appreciated. In contrast to received wisdom that RM emerged in the late 1970s, it is demonstrated that RM themes have been present in the marketing literature for longer than is recognized by the contemporary scholars. [ABSTRACT FROM AUTHOR]

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity. According to this model, integrating marketing communications involves mixing and matching different communication options to establish the desired awareness and image in the minds of consumers. The versatility of on-line, interactive marketing communications to marketers in brand building is also addressed. [ABSTRACT FROM AUTHOR]

The review of literature on integrated marketing communications (IMC) shows that its ethical dimensions have not been explored much since its inception. With the primacy that IMC gives to consumers and relevant publics, this article explores the ethical issues associated with the portrayal of consumers in marketing communications reflected in previous studies. It provides an understanding of the conceptual differences between personalism and individualism and its application to marketing communications and proposes that IMC espouses the personalist view of the consumer in planning and implementing IMC programs. [ABSTRACT FROM AUTHOR]