Marketing Management

Marketing Management articles

95 total articles

Marketing Management back issues:

20001999

Recently added articles from Marketing Management:

FROM the editor.
December 22, 2000 ... As we close out 2000, we are stepping back and looking at marketing from a broader perspective. In this issue, our authors focus on strategic marketing management concerns. Throughout these pages we touch on some of the more important...

The Importance of Expectations.
December 22, 2000 ... Customers are continually raising the bar. THE SCENE IS all too familiar: Senior management of a major office products company is meeting to assess the latest round of their annual customer satisfaction survey. For the third year in a row...

Customer Experience on the Web.
December 22, 2000 ... It looks different to the customer and more difficult for the provider to manage. CUSTOMER EXPERIENCE ON the Web differs dramatically from what customers have known in the traditional offline purchase environment. The Internet delivers...

Valuing a Brand's Advocates.
December 22, 2000 ... The added value for a brand lies in its customers. MARKETERS HAVE ALWAYS known brands had value. Ever since Heinz put pickles in labeled jars instead of unmarked barrels and Procter & Gamble began to precut and label bars of soap with the...

Horizon's Organic Growth.
December 22, 2000 ... Horizon Organic Dairy spent nine years developing its brand. Now it hopes to leverage that asset to sell products in sync with the natural-foods trend. WHILE THE U.S. FOOD industry is flat, the organic segment is consistently racking up...