Company/Nonprofit Alliances: Finding Common GroundJan 01, 2000
As more companies form partnerships with nonprofits, they must shape goals and processes that satisfy the strategic aims of each partner. This study suggests how managers can navigate this new terrain.
Customer Equity: ROI for MarketingJan 01, 2000
What’s the value of customer-based strategies? This study offers a framework to help firms measure the financial impact of their marketing dollars.
National Culture and the Marketing ConceptJan 01, 2000
Most U.S. multinationals embrace the idea of staying close to customers, but what about their subsidiaries in France, Hong Kong, or Peru? This study investigates the impact of cultural values on the marketing concept.
Coordinating Activities WorldwideJan 01, 2000
Who is using global account management? How is it affecting performance? This study takes a close look at a new frontier in relationship marketing.
What Customers Want OnlineJan 01, 2000
To build business on the Internet, a company needs to understand how a website visit measures up in consumers’ minds. In this focus group study, researchers identify criteria e-shoppers use to evaluate service quality.