Filter by Tag: Customers.




Do Marketers Need Sales People or Vice Versa?

In preparation for our summer and fall marketing courses, I’ve been thinking a lot about how marketing strategy has changed in my career. If we think about marketing decisions as being structured around four (or five) Ps—product, price, place (distribution), and...



Transformations of trust

Article Akrout, H. and Mbaye Fall Diallo. “Fundamental transformations of trust and its drivers: A multi-stage approach of business-to-business relationships.” Industrial Marketing Management 66 (2017) 159-171. Reviewer Masi Keshavarz, Research Project Manager Summary...



Managing customer relationships

Article Dalsace, Frédéric and Sandy Jap. “The friend or foe fallacy: Why your best customers may not need your friendship.” Business Horizons 60 (2017), 483-493. Reviewer Dr. Michael Gunderson, Director and Professor Summary The authors of this article take an...



Building Trust

This guest post is authored by Brian C. Briggeman, Ph.D., Professor and Director of the Arthur Capper Cooperative Center, Department of Agricultural Economics, Kansas State University. Briggeman will be a presenter at the Purdue University Center for Food and...



Customer journey mapping

Article Rosenbaum, M. S., Mauricio Losada Otalora, and Germán Contreras Ramírez. (2017). “How to create a realistic customer journey map.” Business Horizons. 60(1). 143-150. Reviewer Dr. Scott Downey, Associate Director and Professor Summary While presented as a case...



Relationships in B2B marketing

Article Zhang, Jonathan, Watson IV, George, Palmatier, Robert, and Dant, Rajiv (2016). “Dynamic Relationship Marketing.” Journal of Marketing, 80(9), 53-75. Reviewer Dr. Scott Downey, Associate Director and Professor Summary Relationships are important in...



Salesperson influence on stakeholders

Article Plouffe, C.R., W. Bolander, J.A. Cote, and B. Hochstein. “Does the Customer Matter Most? Exploring Strategic Frontline Employees’ Influence of Customers, the Internal Business Team, and External Business Partners.” Journal of Marketing 80, 2 (2016):...



Measuring Loyalty

Measuring Loyalty From AgriMarketing Magazine - A classic example of loyalty is George Clooney’s character, Ryan Bingham, from the 2009 movie “Up in the Air.” A debonair businessman whose job requires frequent travel, Bingham made it his personal goal to join his...