Like many business sectors, food and agribusiness firms are increasingly offering product-service systems to meet customer expectations.
Food and agricultural businesses seem to have a classic love-hate relationship with social media. On the one hand, it can be an incredibly powerful tool to engage with customers on a personal basis. On the other hand, it can spread bad news, misperceptions, and negative sentiments that trend within minutes.
Relationships are important in business-to-business marketing, but defining what is meant by “relationship” is difficult.
There are two types of contracts: legal and psychological. This article suggests that marketers and retailers have to remember that to a customer, perception is reality.
The temptation to win over a new customer with a price discount is strong. In this article, the authors review research on how deep discounts affect profit in the short term and the long run.
This research begins with the idea that the benefit a buyer receives from a service is a multi-faceted concept made up of functional, emotional and social benefits. The results show that all three are important to a business buyer’s overall satisfaction.
Marketing metrics are vitally important to understand campaign success. According to the authors of this article, however, many marketers misunderstand and misuse popular marketing metrics.
Measuring firms' performance outcomes with respect to marketing is an important aspect of decision making for managers in all industries—especially in food and agribusiness. This study provides insight in designing marketing control systems.