1 - 4 of 4 articles
Purpose – Brands scintillate on the twin pillars of external brand communication and staff commitment to the envisioned customer experience (CE). However, until very recently the contribution of staff to internal brand building has not received the importance it deserves. With customers becoming...
Purpose – Companies are increasingly attempting to offer customers an experience of availability range, affordable cost, shopping convenience, and ambience. The purpose of this paper is to determine the impact of salesperson behavior on motivation, cognition, emotions, and responses of the...
Purpose – Direct marketing faces challenges and opportunities associated with the emergence of social network media. Companies need to address target audiences both directly and also indirectly through social media. The purpose of this paper is to provide a review of the changing media landscape...
Purpose – The purpose of this paper is to explore how business‐to‐business (BTB) relationships may be developed through direct marketing (DM) in the context of a Portuguese training organization. Design/methodology/approach – Semi‐structured interviews (30) are undertaken, including 24 training...
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