At this stage of the cycle the emphasis is still on investment, but the focus shifts to the identification of opportunities for increased business, and the development of systems that support the...

Legal/financial agreements It is common practice for mobile phone operators to insist on a minimum of a year's initial contract in return for special offer, usually a cheap handset. Many 'Pay as you...

Researchers into service quality have found that there are generic criteria which customers apply in making judgments on service quality. These criteria relate to broad aspects of the service...

Despite the powerful advantages, the trend at present is towards flatter, less rigid structures, cutting out layers of management and defining organizational boundaries and responsibilities less...

Cars, furniture, computers, appliances like washing machines or TVs, jewelry, sports equipment, and many other items fall under the category of what economists call durable goods—things that are...

The marketing of computers and consumer electronics has gone through a similar development to the marketing of soap, but in much less time—three decades as opposed to more than ten. When computers...

Few areas are as brand-conscious as the world of fashion. The label on a garment sometimes seems to be worth more than the garment itself. Fashion is, in many ways, an epitome of branding and a...

Every brand needs to tell a story. People love a great story, and the best storytellers have an uncanny ability to forge a personal, emotional bond with their audience. The experience of enjoying a...

Indirect exit strategies Indirect strategies are subtler, but usually take longer, and leave the partner uncertain as to the state of the relationship. Disguised exits involve a conscious attempt to...

The ending of a relationship should ideally be a conscious decision. Whilst many businesses work hard to establish, develop and maintain relationships, less attention appears to be given to...

Whilst there is a widespread debate concerning the moral nature of business in general, ethical evaluation of business practices in the area of RM is not very common (Takala and Uusitalo, 1996)....

The strongest brands occupy a clearly defined and well-focused position in customers' minds. They dominate their categories: Adidas in sportswear, Honda in cars, and so on. But brands often aren't...