Table of contents
Customer loyalty strategies
Dennis L. DuffyTakes a look at the worldwide trend toward loyalty marketing and highlights the reasons for this emphasis on loyalty. Asserts that building customer loyalty is a business…
Developmental relationship marketing (connecting messages with mind: an empathetic marketing system)
David B. WolfeReviews the evolution of marketing to date. Discusses the different stages of transaction marketing and relationship marketing. Goes on to discuss a new marketing system called…
Marketing one‐to‐one and its dependence on knowledge discovery in databases
Dennis A. PittaOne‐to‐one marketing has received increased attention by academics and practitioners. In essence, one‐to‐one marketing reconfigures the familiar four Ps into one element: the…
Convergent marketing: executing on the promise of 1:1
Carla E. McEachernAsserts that since there are new competitors in almost every industry, businesses are needing to adapt their systems to more effectively meet the needs of customers. Argues that…
Using database marketing techniques to enhance your one‐to‐one marketing initiatives
Ron KahanAsserts that there are two approaches to successful database marketing: cognitive and behavioral analysis. In this way, marketers can garner a clear understanding of what…
A practical yet meaningful approach to customer segmentation
Claudio MarcusThis paper introduces the concept of the Customer Value Matrix, a customer segmentation approach that is especially well‐suited for small retail and service businesses. The…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel