Turning adversity into advantage: Does proactive marketing during recession pay off?

Article Abstract:

The reasons behind some firms viewing a recession as an opportunity to develop an aggressive marketing response and the effects to such a marketing response on the performance of the firm are analyzed. The results suggest that not all firms respond in a proactive manner during recession, but those firms with a strategic emphasis on marketing already have programs in place that would enable them to derive benefits from a proactive marketing response during the recession.

Marketing Management, Administration of Marketing, Market Targeting & Approach, Influence, Surveys, Recessions, Market strategy

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Customer satisfaction and loyalty in online and offline environments

Article Abstract:

The key factors of online service impacting customer satisfaction and loyalty are compared to the effect of an similar offline service. The relationship between satisfaction and loyalty is also examined.

On-Line Information Services, Marketing procedures, Videotex & Teletext, Telegraph & other communications, Online services, Internet services, Customer satisfaction, Customer loyalty, Cable television/data services, Customer relations

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Modeled to bits: decision models for the digital, networked economy

Article Abstract:

The future for marketing modelling in the digital networked economy is discussed.

Market Research, Models, Marketing, Electronic commerce, E-commerce, Marketing models

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