by BreezeMaxWeb | Dec 1, 2015 | Uncategorized
Many brands aspire to “catching” a customer for life. Especially for services, it costs far more to acquire a new customer than to keep an existing one: you need to advertise, rent shops, spend time explaining your services, give away free trials, and so... by BreezeMaxWeb | Nov 1, 2015 | Uncategorized
Advertising agencies have known for years that one of the best ways to sell a brand is to position it as a vital part of a lifestyle that customers aspire to. Every society can be broken down into segments, or so the theory goes, and the defining characteristics of... by BreezeMaxWeb | Oct 1, 2015 | Uncategorized
Internal RM as knowledge renewal Ballantyne (2000) argues that the common denominator in all approaches to IM is knowledge renewal – that is, the generation and circulation of new knowledge – and states that there is a clear distinction between internal... by BreezeMaxWeb | Sep 1, 2015 | Uncategorized
Internal marketing as a social process Varey and Lewis (1999) argue for a broader definition of internal marketing. They suggest that the authors identified above tend to present internal marketing as ‘simply persuasion of staff to a management determined... by BreezeMaxWeb | Aug 1, 2015 | Uncategorized
Employees as customers It has long been recognized that marketing cannot be exclusively concerned with issues external to the organization. The implementation of any change, such as the move to a RM approach, must be supported by corresponding changes within the... by BreezeMaxWeb | Jul 1, 2015 | Uncategorized
For service brands, the people who interact directly with customers are the key to building the right brand experience. People are the “fifth P” (after product, place, promotion, and price) that determines the line between products and services. A product,...
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