a r t i c l e i n f o Keywords: Market representations Quasi-experiment Business case Marketing strategy Methodology development A central question in industrial marketing is whether the form in which the market of a firm is represented influences the marketing strategy. This question has been studied generally through case study research, and quantitative evidence is limited. In response to th...

The strategic marketing planning process flows from a mission and vision statement to the selection of target markets, and the formulation of specific marketing mix and positioning objective for each product or service the organization will offer. Leading authors like Kotler present the organization as a value creation and delivery sequence. In its first phase, choosing the value, the strategis...

Key Account Management (KAM) is surprisingly little known marketing approach in retailing and consumer services context, however it has much to offer to companies in these industries. It provides an effective, practical and rather simple method for companies interested in increasing their profits by right customer and relationship management. Indeed, KAM is a business-tobusiness marketing appro...

in today's competitive environment, branding is considered as a mechanism to help businesses in order to achieve competitive advantages. due to perceived service quality, business image and customer trust, branding, as an important concept in the sports marketing, is created for organizations. the aim of this study was to investigate the relationship between perceived service quality and c...

in today’s very competitive world gaining competitive advantage is bound to arranging products and services of companies and businesses in accordance with customers’ needs. for this purpose, gaining reputation in e-service can be quite helpful. thus the goal of the present research is studying the effect of e-banking service quality on bank reputation. so a coherent collection of structures wer...