A customer portfolio management model that relates company's marketing to its long-term survival [0.03%]
一个客户组合管理模型：公司营销与其长期生存之间的关系
Leigh McAlister,Shameek Sinha
Leigh McAlister
A typical customer relationship management model is designed to increase the value of a company's existing customers in the next period. While useful in the short term, such a process, followed blindly period after period, would drive the c...
Kamran Eshghi,Sourav Ray
Kamran Eshghi
Conflict between channel members is of great interest to marketers given its presumed negative impact on the channel's business performance. In a comprehensive meta-analysis of the empirical literature spanning six decades between 1960 and ...
A theory of multiformat communication: mechanisms, dynamics, and strategies [0.03%]
多格式交流理论：机制、动态及策略
Jordan W Moffett,Judith Anne Garretson Folse,Robert W Palmatier
Jordan W Moffett
Extant communication theories predate the explosion of digital formats and technological advances such as virtual reality, which likely explains their predominant focus on traditional and format-level (e.g., face-to-face, email) rather than...
Gil Appel,Lauren Grewal,Rhonda Hadi et al.
Gil Appel et al.
Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the a...
Peter S H Leeflang,Josefa Parreño-Selva
Peter S H Leeflang
Do promotions in a certain category lead to higher revenues in other categories? If so, to what degree? The answers to these questions are highly relevant for retailers that supply products in different categories. Empirical findings in stu...