Purpose – Drawing on resource-advantage theory and a diverse literature base, this article seeks to further the development of the explanatory foundations of relationship marketing theory by proposing, and then providing, tentative answers to three “why?” questions in relationship marketing: why is relationship marketing so prominent now? Why do firms and consumers enter into relationships with...

Goldenberg, Libai & Muller (2001) achieved two outcomes: empirical support for a fundamental theory of communications, known as the “strength of weak ties” (Granovetter 1973), and an explication of small-worlds simulations in marketing. Where Goldenberg et al found that weak-ties had as much or more effect on information dissemination than did strong ties, a near-exact replication, reported in ...

This report, prepared with the support of MSI and the Yaffe Center, is being sent to you for your information and review. It is not to be reproduced or published, in any form or by any means, electronic or mechanical, without written permission from the Institute and the author. Introduction This joint report of the Marketing Science Institute and the University of Michigan's Yaffe Center for P...

This article analyzes how chemical manufacturers can develop stronger business advantages for green chemistry by rethinking sustainability marketing approaches. Green chemistry is a package of technologies, design principles and tools to reduce the toxicity, resource and energy use, and pollution of chemicals. Using research into US chemical industry efforts, this article introduces green chemi...

The study is an analysis of processing methods, marketing channels, and profitability determinants of selected cassava products in Kogi state, Nigeria. The study was carried out in Kogi East senatorial District of the state. A multi-stage sampling technique was employed in the selection of 120 respondents from whom information were collected and analyzed. The data used for the study were collec...

This paper reflects upon the mosaic of institutional issues associated with gaining credibility for internet marketing standards. Strong claims for a predominantly self-regulatory approach are reviewed in conjunction with other factors that inhibit credibility, namely: competing internet worldviews, weak moral coherency and offline ambiguity about respective institutional roles, especially as r...

Nowadays, in the marketing area, a new concept of marketing is emerging: the emotional marketing. The emotional marketing studies how to arouse emotions in people to induce them to buy a particular product/service. Recent studies have shown how purchasing choices and decisions are the result of a careful analysis of rational and emotional aspects. Psychological literature recognizes that the em...