It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customerfocused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and...

Still, the existence of Covid-19 affects all layers elements, especially for automotive companies, both two-wheeled and four-wheeled. National motorcycle sales are known to be affected quite hard by Covid-19. The distribution motorcycles experienced a decline in sold throughout Indonesia only reaching 123,782 units, or decrease 78 percent compared previous month. People's purchasing power at ti...

a r t i c l e i n f o There are serious concerns about the theory–practice gap in the research on business marketing. One of the key aspects is the relevance and implementability of the results. The overarching objective of this special issue of " From Strategy Frameworks to Value-in-use: Implementing Strategies and Theories of B2B Marketing and Sales Management " is to enhance understanding of...

This research is titled experiential marketing implementation in communication Of The Hallway Kosambi Bandung. purpose of this study to find out the application elements Experiential Marketing Modules (SEMs), such as sense, feel, think, act and relate. As well visitor experience strategies communications uses qualitative methods with a case approach. data collection techniques are interviews, o...

Purpose – This paper aims to investigate organizational factors to explain why a corporate data warehouse (CDW) was not used by marketing to the extent that it was expected to be used for CRM and other marketing purposes. Design/methodology/approach – A case study of a single health-care payor organization is used in this study. Findings – Reveals the three primary implementation factors relate...

Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marke...

Direct marketing is the use of the telephone and non-personal media to communicate product and organizational information to customers, who then can purchase products via mail, telephone, or the Internet. In contrast, catalog marketing is a type of marketing in which an organization provides a catalog from which customers make selections and place orders by mail or telephone. However, most cata...