The developement of a "general theory" of relationship marketing must be considered as distant vision rather than as imminent reality.We now use the existing stock of knowledge to identify some largely unexplored,yet relevant, aspects of relationship marketing and call for these issues to be addressed …

Purpose - The purpose of this paper is to propose a fundamentally new extension of the marketing paradigm. This is theoretically and practically necessary since in the authors' view there is an insufficient balance between customer and brand thinking. Design/methodology/approach - While the marketing …

The implementation of democracy in 1994 has led the country to become one of the fastest growing tourist markets of the African continent. The increasing number of foreign tourists to South Africa has resulted in more demand for paid accommodation. This report provides detailed information on South Africa's …

During the existence of Hemels Publishers (since 1994), new clients have always come to Hemels Publishers on their own initiative. However, at this point the management feels the acquisition of clients needs to be structured and streamlined within the company and therefore developed a new marketing plan …

In business, innovation is the link between the possibilities of invention and the realities of consumer needs and desires. It is a dynamic relationship, one Justien Marseille and Ilan Roos argue benefits from trend analysis. In the context of different customer types and different time frames, this …

Companies today are in the continuous improvement game continuously anticipating customer needs at the same time as reducing transaction costs. It’s a tough game, in which techniques evolve so fast that an organisation with rigid management cannot hope to keep up. Indeed, requirements for management …