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t. e. Relationship marketing is a form of marketing developed from direct response marketing campaigns that emphasizes customer retention and satisfaction rather than sales transactions. [1][2] It differentiates from other forms of marketing in that it recognises the long-term value of customer relationships and extends communication beyond ...
Shelby D. Hunt. Shelby D. Hunt (July 5, 1939 – July 12, 2022) was an American organizational theorist, the Jerry S. Rawls and P. W. Horn Professor of Marketing at the Texas Tech University, and a highly cited marketing researcher. [1][2][3] He is noted for his contributions to competition theory and the resource-advantage view.
He began his business career at the U.S. department of Commerce, founded the internationally prominent marketing consulting firm of Alderson Associates, and served as a professor at Wharton University of Pennsylvania after joining it in 1959. While always deeply involved in the advancement of marketing science he also believed that theory and ...
Viewing relationships as the core of public relations research was first advocated by Mary Ann Ferguson in 1984. The relational perspective became a major theory development in the field. It took nearly 15 years for Ledingham and Bruning (1998) to propose a working definition of relationship management. Hon and Grunig (1999) outlined ...
David Aaker – highly awarded educator and author in the area of marketing and organisational theory; N. W. Ayer & Son – probably the first advertising agency to use mass media (i.e. telegraph) in a promotional campaign; Leonard Berry (professor) – author and educator with strong interest in health marketing and relationship marketing
A two-sided market, also called a two-sided network, is an intermediary economic platform having two distinct user groups that provide each other with network benefits. The organization that creates value primarily by enabling direct interactions between two (or more) distinct types of affiliated customers is called a multi-sided platform. [1]
Trust-based marketing. Trust-based marketing[1] is a marketing theory based on building consumer relationships through trustworthy dialogue and unbiased information. The concept was originated by Dr. Glen L. Urban, professor and former dean of the MIT Sloan School of Management. Trust-based marketing focuses on customer advocacy techniques that ...
Brand relationship. A consumer-brand relationship, also known as a brand relationship, is the relationship that consumers think, feel, and have with a product or company brand (Fournier, 1998; Veloutsou, 2007). For more than half a century, scholarship has been generated to help managers and stakeholders understand how to drive favorable brand ...