Purpose – The purpose of this paper is to explore the role of marketing in today’s enterprises and examines the antecedents of the marketing department’s influence and its relationship with market orientation and firm performance. Design/methodology/approach – Data were collected from the West (i.e. the USA and Europe) and the East (i.e. Asia). Partial least squares (PLS) was used to estimate s...

Despite widespread recognition and application of the relationship marketing principle, little empirical work has been done in terms of adopting the relational metaphor at the consumer-brand level. A notable exception is a study by Fournier (1998) in the context of consumer goods. To our knowledge, however, no research has been conducted based on relationship marketing at the consumer-brand lev...

This conceptual paper aims to contribute to the services marketing literature by investigating the doctor-patient relationship through the theoretical lens of relationship marketing and the co-creation paradigm. With a clear link between satisfaction, health outcomes and the adherence to therapeutic suggestions proposed in the literature, patient satisfaction is likely to benefit not only indiv...

Customer relationship management (CRM) has once again gained prominence amongst academics and practitioners. However, there is a tremendous amount of confusion regarding its domain and meaning. In this paper, the authors explore the conceptual foundations of CRM by examining the literature on relationship marketing and other disciplines that contribute to the knowledge of CRM. A CRM process fra...

Purpose-The research aims at evaluating the standardization/adaptation of international marketing strategy in Iran multinational companies (MNCs) based a model in which the impact of external environmental variables on the marketing mix internal variables (i.e. Product, Promotion, Price and Place) is considered, while in the previous researches no attempt was done to examine the interdepende...

Companies have made their best efforts to sustain ongoing relations with their customers and thus generate as much revenue and profits as possible through CRM (Customer Relationship Management). One of the key marketing tools of CRM is target marketing. Target marketing is a marketing strategy that analyzes certain goods and services preferred by existing customers, develops new goods and servi...

This paper examines the effect of financial risk on perceptions of service quality and relationship-marketing quality in the online retail environment. Perceptions of financial risk were found to be negatively associated with service quality. In particular, a well-designed and attractive Web site was found to mitigate perceptions of financial risk during early trial-buy purchasing. Relationship...