Journal Articles on Category: Business and Economics

La existencia de un Márketing de Relaciones se basa en el mantenimiento de relaciones continuas entre una organización y sus clientes, de tal manera que las partes implicadas en la relación obtengan beneficios derivados de la misma. Así, si los clientes perciben beneficios de una relación, deberían estar más dispuestos a llevar a cabo una serie de actuaciones que beneficien a la otra parte, esto es, a la organización, de tal manera que se consiga una relación mutuamente beneficiosa. Pero, ¿existen realmente clientes que, en función de los beneficios que perciban, están dispuestos a ayudar a la organización a conseguir sus objetivos?. Este trabajo pretende dar respuesta a esta cuestión a través de la determinación y posterior caracterización de grupos de clientes en función de las actuaciones voluntarias que lleven a cabo a favor de una organización minorista.

Issn:16985117

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El punto de partida de este trabajo se centra en destacar que la confianza depositada por un consumidor en un sitio web y el compromiso que asume con éste constituyen dos pilares básicos en los que debe asentarse el marketing estratégico de las organizaciones que operan a través de Internet. En el trabajo se plantea que la confianza en este contexto se encuentra integrada por tres dimensiones básicas: la honestidad percibida, la benevolencia percibida y la competencia percibida. Respecto a la variable compromiso se destaca la necesidad de distinguir entre el compromiso afectivo y el calculado, tal y como ha venido considerando la literatura previa. Finalmente, en el trabajo se constata la existencia de una estrecha relación entre la confianza y el compromiso cuando las relaciones se establecen a través de Internet.

Issn:11385758

Keywords: Internet ; Confianza ; Compromiso ; Marketing Estratégico.

Volume:

Pages: 133-160

La gestión a largo plazo de las relaciones de intercambio entre empresas ha despertado un gran interés entre los investigadores de marketing y se ha convertido en una cuestión estratégica clave para las empresas y sus directivos (Morgan y Hunt, 1994). A pesar de la gran cantidad de investigaciones sobre marketing de relaciones, casi no existen trabajos que analicen cómo influye el sector de actividad comercial, en el que operan las empresas, en la diferenciación de las estrategias de marketing. Por tanto, este papel analiza las estrategias de marketing de relaciones entre empresas, examinando si el mantenimiento, la satisfacción y los resultados de dichas estrategias son heterogéneos según el tipo de actividad minorista al que se dediquen dichas empresas.

Issn:11385758

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Pages: 5-30

En esta investigación se tratan dos temas escasamente estudiados por la bibliografía: la identidad del marketing medioambiental y su implementación en las organizaciones. El estudio se basa en un modelo que define y valida las variables individuales que predisponen a los directivos a usar mecanismos administrativos para implementar el marketing medioambiental en sus organizaciones. Para la investigación se revisan teorías procedentes de diversas disciplinas y se desarrollan originales medidas de las variables estudiadas. Aunque los resultados obtenidos en una muestra de empresas españolas pueden ser tomados como exploratorios, sin embargo presentan guías, teóricas y empíricas, para estudios futuros sobre el tema.

Issn:11385758

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Pages: 5-46

Schools in Slovenia are expected to address and respond to the changing environment. Breaking through the rigidity of traditions is a complex process. Internal marketing can be used for doing this. It is a process that focuses on teachers and students in order to increase effectiveness and efficiency of schools and also the level of satisfaction of ‘school customers’. The purpose of this paper is to discuss the elements of internal marketing which are essential for teacher and customer satisfaction and to indicate opportunities for the implementation of internal marketing philosophy and related strategies in Slovenian schools. The paper provides a theoretical framework, an analysis of the Slovenian legal framework and the results of the case study conducted in a grammar school. Data were collected through a group interview, a questionnaire and individual in-depth interviews. The findings show that although the concept of internal marketing is unknown to the participants in the study, its philosophy and focus are present in the school.

Issn:15816311

Keywords: education ; marketization ; marketing ; internal marketing ; human resource management

Volume: 4

Pages: 79-96

This paper explores integrated marketing, examines how integrated marketing differs from traditional definitions of marketing, and offers insights into what kinds of institutions might most benefit from integrated marketing. It closes with a brief outline of the components of an integrated marketing plan.

Issn:03797864

Keywords: integrated marketing ; integrated communications ; integrated marketing plan

Volume: 2006

Pages:

In general the Third Sector appears associated to noble missions, absent from more materialistic interests. Thus, issues related to marketing strategies seem to make no sense in such context. In this case study we undertake a detailed analysis of the historical evolution, artistic positioning, and organization of two institutions, the Museu de Serralves and the Museu Nacional de Soares dos Reis, seeking to inquire the relevance that the human capital allocated to the management had in such evolution. We evaluate the extent to which the existence of advanced management competencies allowed the complexity of marketing strategies and, therefore, better performance.

Issn:19800193

Keywords: Third Sector ; Human Capital ; Marketing

Volume: I

Pages: 01-39

This article emphasizes the importance of empirical researches of relationship marketing, their theoretical and methodological validity, and summarizes the experience of foreign and Lithuanian researchers in this field. It also shows the evolution of the definition of relationshipmarketing. There is a great number of empirical researches, which require developing a generalized approach to their theoretical validity, the adequacy of applied methods, and possibility of their practical use. This study is carried out in order to evaluate the importance ofresearches made by Western countries’ scientists in the last two decades, to systematize different approaches to customer loyalty problems, and review the newest works of Lithuanian researchers dedicated to various aspects of relationship marketing. It can be deduced that the concept of relationship marketing has evolved under the influence of separate scientific researches. Different purposes and aspects of these studies were the reason of various relationship marketing concepts. In practise it determines the fact that relationship marketing means different things to different companies. Relationship marketing is a form of marketing, in which emphasis is placed on building longer term relationships with customers rather than on individual transactions. It involves understanding the customers’ needs as they go through their life cycles. It emphasizes providing a range of products or services to existing customers as they need them. Relationship marketing can be analysed on both - micro and macro levels. Macro level is concentrated on the analysis of the role that relationship marketing plays to customers, personnel, providers, reference groups, intermediates (agents, brokers, etc.), and domestic markets. On micro level relationship marketing is considered a transition of marketing orientation – from single transactions with different customers to establishment and development of relations with the most important customers. Relationship marketing looks at customers and clients over a longer term. At the core of relationship marketing is the notion of customer retention – it takes into account the lifetime value of a customer. An improvement in customer retention can cause an increase in profitability. Relationship marketing involves the creation of new and mutual value between a supplier and individual customer. Novelty and mutuality deepen, extend and prolong relationships, creating yet more opportunities for customer and supplier to benefit one another. Nonetheless, it can be deduced that researches dedicated to relationship marketing are still in their primary stage in Lithuania. They are carried out in the context of other research objects. These researches concentrate on various aspects of relationship marketing and they lack systematic approach. A major part of such theories are not tested by neither quantitative nor qualitative research methods.

Issn:13922785

Keywords: relationship marketing ; customer loyalty ; empirical researches of relationship marketing

Volume: 4

Pages: 95-103

Several studies have expanded the work by Jaworski and Kohli (1993) by using their market orientation framework model and applying it to a variety of industries. The results of recent studies have uncovered strong relationships between the concepts of market orientation and organizational performance. The large body of research on the topic of market orientation has not been applied to companies critical to commercial transactions over the Internet. This study explored implementation of market orientation in the context of web hosting and Internet service providers to understand impact of market orientation on these kinds of companies. The study results indicate that market orientation is positively related to performance. Implications for theory construction and managerial practice relevant to companies engaged in ecommerce are discussed.

Issn:12045357

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Volume: 11

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Issn:07161921

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Volume: 25

Pages: 174-175