Search
Applied filters:
Refine search
- Keyword
- customer loyalty (2)
- collaborative innovation (1)
- customer lifetime value (1)
- trust (1)
- value creation (1)
- Content type
- Journal article (2)
The Strategic Power of Customer Relationships: Leveraging Loyalty to Create Value
Companies need to manage their customer base according to loyalty-based logic, focused on building and maintaining loyal relationships that stand the test of time. This reality has long been underscored by the shift from transactional to relationship marketing. The digital revolution has fueled and accelerated this transition, redefining the structure and competitive mechanisms of many industries ...
Godfather Marketing: A New Approach with Risks and Rewards
According to the prevailing academic definition, the strategic goal of marketing is to "create value" for both the firm and consumers (cf. Gundlach and Wilkie, 2009), where "value" is understood as something that is objectively beneficial to both parties. However, it could be argued that the ultimate purpose of firms is to sell products, while for consumers it is to fulfill their needs – needs that ...