Purpose – The purpose of this paper is to present taxonomy of marketing strategy concepts and integrative frameworks that differentiate and integrate its formulation and implementation processes. Design/methodology/approach – The paper is conceptual based on a review of academic literature on marketing strategy chronicled in major marketing journals January 1990-April 2006. We present selected ...

Purpose – Based on stimulus-organism-response model, the purpose of this paper is to develop an integrated model to explore the effects of six marketing-mix components (stimuli) on consumer loyalty (response) through consumer value (organism) in social commerce (SC). Design/methodology/approach – In order to target online social buyers, a web-based survey was employed. Structural equation model...

This study aimed to investigate the causal relationships between aspects of customer capital to improve customer relationship management and increase customer’s loyalty. In this regard, by providing a conceptual framework including different aspects of customer capital (i.e. customer targeting, ability to identify customer's need, construction and management of customer information system, cust...

This article explores the development of an e-business marketing model that capitalizes on customer participation and the likely consequences of such efforts, principally site brand loyalty. A conceptual model illustrates how consumers’ goals in visiting a website (task or experiential) affect their propensity to be site brand loyal and how characteristics of the site, including personalization...

studying about the customer segmentation and begetting customer ranking plan diverts more attention in recent years. in this regard, this study tries on providing a methodology for segmenting customers based on their value driver parameters which extracted from transaction data and then ranks customers with regard to their customer lifetime value (clv) score. discovering hidden pattern between ...

The purpose of this research is to investigate how the respondents are influenced by factors of brand loyalty towards sportswear brands. Previous research adopted seven factors to test in the Malaysian environment. The seven factors of brand loyalty are brand name, product quality, price, style, promotion, service quality and store environment. Brand name has shown strong correlation with brand...

The competition among shopping malls is getting increasingly more intense.In order to enhance corporate competitiveness and profitability, how toretain key loyal customers has become an important issue for the managers ofshopping malls. Customer loyalty programs are a universal practice. Thisstudy proposes an analytical model for developing the strategic management...

With the development of the Internet and Electronic Commerce (EC), enterprises have overcome the space and time barriers and are now capable of serving customers electronically. However, it is a great challenge to attract and retain the customers over Internet. One approach is to provide the responsive personalized service to satisfy the customer demand and promote sales at the first time. Henc...

Executive summary To remain competitive in the services sector, companies must better understand what drives key customer behaviors such as purchase intent and repeat purchase frequency. The use of Structural Equation Modeling (SEM) and IBM SPSS Amos* is quickly emerging as a powerful approach to understanding this relationship, not only in academia but also in the corporate and public sectors....

With the rapid development of people's economic level, after basic living conditions people are satisfied, more and will choose to travel work, so as seek sublimation their own psychological spiritual world. In this case, it naturally produce a series demands competitiveness for hotel industry. How stand out in all aspects service marketing industry be problem that should solve future. Improvin...