The main objectives of this article are: first, to present the evolution of collaborative demand planning approaches such as Collaborative Planning, Forecasting and Replenishment and Demand-Driven Value Networks to Demand Sensing, and second, to identify the benefits that Demand Sensing can generate for the Consumer Goods Organisations (CPG) industry. After synthesising the...
The article discusses different angles of customer engagement phenomenon and aims to provide an outline of the debate within which the phenomenon can be further investigated. It explores in depth the behavioral perspective, as this approach represents one of the prevalent directions of the current debate on customer engagement phenomenon, especially in the social media...
This article reflects on the author's career in database marketing and customer relationship management, explaining what took him into this line of work over 30 years ago and identifying the main changes in client requirements that he has observed.
This article draws upon the research and consulting carried out by the authors over the past two decades, to produce a straightforward categorisation of the main customer strategies available to companies, and suggests a simple approach to prioritising them.
Corporate social responsibility (CSR) has been an important issue in business management since decades. The study proposes a research model from a strategic management perspective. On the foundation of social identity theory and resource-based perspective in developing this argument, the article theorizes CSR as a resource-generating activity by creating support networks...
This article addresses how an organization's customer relationship management (CRM) process affects customer equity drivers and, in turn, organizational performance. By raising a three-staged model including CRM processes, customer equity drivers and organizational performance, the authors assert that customer equity drivers mediate between CRM processes and organizational...
Customer Relationship Management (CRM) plays a prominent role in enabling businesses to meet their customers’ needs, and therefore it acts as a catalyst in the process of creating and delivering value to them. As CRM concerns managing customer knowledge, it can be considered as a subset of Knowledge Management (KM). Therefore, in this study, the effort has been made to propose a...
Online shopping continues to attract investment from retailers. Online shopping websites offer discounts and promotions to attract online shoppers. Online retailing is in nascent stages of growth in India. The research examines influence of deal proneness on Indian consumers’ online shopping behaviour. The results indicate that Indian consumers are not influenced by deals, offers...
Cause-related marketing (CRM) benefits brands, consumers and society. In emerging markets where social upliftment is an imperative, CRM could provide an avenue through which those in need receive more support than can be provided by traditional means. Although considerable research on CRM campaigns and consumer responses to them has been undertaken elsewhere, not much has been...
This article discusses some selected findings related to the dynamic changes of the monthly consumption of prepaid users. The findings are derived from the analysis of data collected from a life network. The discussed results provide interesting aspects that must be considered when designing and implementing promotions and offers, therefore they are fundamental to understand the...
As sports marketing is an important business activity for sport organizations, precise marketing actions must be developed frequently. This study considers the business-to-business side of sports marketing. Marketing managers should consider features of each specific corporation for development of appropriate marketing actions. This article suggests a decision support system for...
To meet the current and future demands of both domestic and foreign markets, organizations have to be market driven. The aim of this study is to assess the economic performance of wineries specialized in high-quality wines from the Vineyard Valley in the state of Rio Grande do Sul, Brazil, using geographical indication (GI) as a market orientation strategy. Wines with the...
The widespread use of mobile phones and the rapid increase in the number of subscribers to this service have prompted marketers to adopt this method in the execution of marketing activities and to adopt the concept of mobile marketing, which has provided marketers with a new innovative means as opposed to the conventional means of communication in buying and selling. This study...
Many small online retailers and new entrants to the online retail sector are keen to practice data mining and consumer-centric marketing in their businesses yet technically lack the necessary knowledge and expertise to do so. In this article a case study of using data mining techniques in customer-centric business intelligence for an online retailer is presented. The main purpose...
This research addresses brand manifestation and its effects on purchase behavior of consumers. The discussion in the study fills an important knowledge gap by investigating the brand–consumer association considering economic, cognitive and relational variables that help consumers analyze the brands’ manifestation. The study proposes five constructs that represent brand...
The use of web-based technologies as a service delivery medium has added new elements to service dissemination. Escalation in self-service technologies has provided customers with multiple choice for using services offered by an organization. The online service attributes of ‘convenience’ and ‘ease of use’ are being given priority by companies for designing web-based services. In...
Social contacts are an essential part of everyone's life. With today's mass of advertisements on every thinkable media, people get overloaded with product information. Considering the variety of offers, it is hard to get an overview and is extremely time-consuming to find an appropriate product. In this media-dominated world, we tend to go back to the very simplest form of...
Against a backdrop of growing popularity of Customer Relationship Management (CRM) systems globally, this study empirically examines CRM awareness, perceptions and extent of CRM technology adoption among organizations in an emerging market – Saudi Arabia. It also examines the specific uses of analytical CRM and the perceived benefits of CRM technology among adopting organizations...
Most marketers go through an annual budget-setting round in which they allocate sums of money to a number of different marketing activities. This process is usually undertaken using historic experience of results, combined with last year's budget, to arrive at a decision about how the money should be distributed. The authors have used a new approach to solving the budget...
The shift to cloud-based contact centre solutions has given database marketing a new dimension. For example, it is now possible to identify a caller even if they hang up before being answered. This article looks at the future of database marketing in conjunction with multi-channel (voice, email, Web chat, instant messaging, video, SMS text and co-browsing) customer communication.
This article focuses on the trade-off between efficiency and customer experience management in the financial services sector. It is based on the author's extensive work with financial services companies and review of the literature. Its main conclusions are that many financial services suppliers are under pressure to improve efficiency and margin, in some cases to increase the...