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C. Whan Park et al.
Research suggests that a good corporate logo can have a positive effect on customer commitment.
Ralf VonSosen (LinkedIn), interviewed by Robert Berkman
LinkedIn’s Ralf VonSosen on how to build connections in social channels to facilitate better selling.
By Nathan T. Washburn and Donald Lange
Public perceptions of corporate irresponsibility are shaped in subjective, yet predictable, ways.
June 22, 2011 | Stan Maklan, Simon Knox and Joe Peppard
It seems that for most companies, no matter how much they invest in customer relationship management, neither the quality of their customer relationships nor the profitability of their business has increased commensurately.
Of course, it was not supposed to turn out this way; relationship marketing was a “new paradigm” that would herald a golden age of marketing–more loyal and satisfied customers, and much more profit for companies.
The authors’ evidence indicates that it is neither the quality of the CRM solutions nor their implementation that is to blame. Simply, companies have failed to prepare the ground adequately in advance of major CRM investments. Without development of the right capabilities, new technology fails to improve marketing practice. As a consequence, customer relationships are neither better nor more profitable.
The authors’ research reveals how operational managers can develop relationship marketing capabilities commensurate with the implementation of CRM to help make better investment decisions and exploit the opportunities profitably.
What are the best strategies when it comes to pricing products or services, and conveying those prices to customers? These articles examine many of the facets of pricing strategy.
Jiwoong Shin and K. Sudhir
Should you offer your best prices to new customers or existing ones?
Andreas Hinterhuber and Stephan Liozu
Almost any business can improve its pricing performance, if it broaches pricing in a structured way.
Martha E. Mangelsdorf
Should you price a consumer product at a price that ends in 99 cents — or price it at a round dollar amount?
Rebecca W. Hamilton et al.
What’s smarter: To charge separately for extras — or to combine all charges into one total price?
A look at three pricing strategies: cost-based pricing, competition-based pricing and customer value-based pricing.
James C. Anderson et al.
Organizations can pick price points that provide both profits and long-term value to suppliers.