Wiles, Michael
January 2004
AMA Winter Educators' Conference Proceedings;2004, Vol. 15, p3
Conference Proceeding
This paper makes several important contributions to marketing theory and practice. In terms of theory, by proposing a contingency framework for the effectiveness of pull marketing strategies, the model helps to fill our current knowledge gap about situations where pull marketing strategies are appropriate. In addition, this paper examines the triad of the producer, the consumer, and the intermediary, thereby advancing relationship-marketing theory. Thus, this paper answers prior calls to expand our understanding of relationship marketing beyond dyadic exchanges. In terms of practice, managers can use this framework to evaluate their pull marketing campaigns and to guide their allocation of marketing resources between intermediaries and consumers.


Related Articles

  • VARTOTOJŲ LOJALUMO LYGIŲ IDENTIFIKAVIMAS VERSLAS-VERSLUI RINKOJE SANTYKIŲ RINKODAROS KONTEKSTE. Žvirelienė, Renata; Kvedaras, Modestas // Management Theory & Studies for Rural Business & Infrastructure ;2011, Vol. 28 Issue 4, p172 

    Transformation processes occurring in business pose new requirements to companies when attracting customers and building their loyalty, thus encouraging to search for opportunities to apply new business concepts. Taking this into account, a scientific problem becomes evident, which is elaborated...

  • ROLE OF TRUST AND COMMITMENT IN CREATING PROFITABLE RELATIONSHIP WITH CUSTOMERS. Rehman, Shams Ur; Shareef, Aamer; Ishaque, Amir // Interdisciplinary Journal of Contemporary Research in Business;May2012, Vol. 4 Issue 1, p606 

    Relationship marketing is an important element to attract and satisfy the customers. The basic purpose of the study is to provide a relationship Track that will help marketers to create and maintain strong relationships in consumer markets of developing nations like Pakistan. Data were collected...

  • EXCLUSIVELY YOURS. Rosen, David // Promo;Feb2009, Vol. 22 Issue 2, p12 

    The article emphasizes the significance and advantages of loyalty programs among pharmaceutical companies and other industries in the U.S. in 2009. Loyalty programs are considered one of the most effective investments that consumer brands can make in a manner of developing direct connection...

  • 49Customer data. Allen, Robin Lee // Nation's Restaurant News;1/23/2012, Vol. 46 Issue 2, p50 

    The article reports that recording of uncaptured data about customers' buying patterns through improved tracking technologies of customer loyalty programs are helping restaurants to drive its sales. It is stated that Red Robin launched its new loyalty program in January 2011 to communicate with...

  • DECISIONS OF CUSTOMERS LOYALTY PROGRAMS FORMATION. Gudonaviciene, Rasa; Rutelione, Ausra // Economics & Management;2009, p397 

    In order that company could be prosper, successful and competitive in the market it has to keep the customer loyal. Recently business companies have started to focus on the present customers more, seeking to keep them by using various loyalty programs. Well prepared and developed loyalty...

  • PROGRAMMES DE FID�LISATION: STRAT�GIES ET PRATIQUES. Benavent, Christophe; Meyer-Waarden, Lars // Revue Fran�aise du Marketing;mai2004, Issue 197, p95 

    Few evidence come from the marketing literature about loyalty program management. The purpose of this paper is to contribute to a better theoretical knowledge about the strategies as well as the practical applications of the loyalty programs which are fully positioned in customer orientated...

  • Relationship benefits and costs in retailing: A cross-industry comparison. Berenguer-Contrí, Gloria; Ruiz-Molina, María-Eugenia; Gil-Saura, Irene // Journal of Retail & Leisure Property;Feb2009, Vol. 8 Issue 1, p57 

    Relationship marketing is based on the establishment and maintenance of continuous relationships between buyer and seller as a source of mutual benefits. Following this approach, customers' evaluations of benefits and monetary and non-monetary sacrifices derived from their relationships with the...

  • Communication California Table.  // Public Relations Quarterly;Spring99, Vol. 44 Issue 1, p39 

    This article presents a table of information on how to communicate the message through personalized communications. Communication strategies are offered to: improve communication among employers; communicate positive outcomes of supported employment with real-world examples; reinforce community...

  • Service firms and customer loyalty programs: a regulatory fit perspective of reward preferences in a health club setting. Daryanto, Ahmad; Ruyter, Ko; Wetzels, Martin; Patterson, Paul // Journal of the Academy of Marketing Science;Oct2010, Vol. 38 Issue 5, p604 

    In this paper, we examine the impact of various configurations of regulatory fit on the attitudes, exercise intentions and actual behavior of members of a health club loyalty program. Regulatory fit is conceptualized as both the match between types of program rewards and how they are...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics