Marketing Management

Our current environmental situation requires serious attention. We can see the problems that our environment is facing everywhere, including air pollution, ozone depletion, global warming, hazardous waste disposal and water pollution. Today, consumers are aware that their individual consumption behaviour affects the environment and these consumers are more conscious of the seriousness of environmental degradation. Thus, consumers are increasingly engaging in environmentally friendly behaviour and are interested in supporting businesses that are engaging in green strategies. Green purchasing behaviour can help achieve a sustainable environment. Four factors that may influence green purchasing behaviour were examined in this study: perceived seriousness of environmental problems, perceived environmental responsibility, perceived effectiveness of environmental behaviour and concern for self-image in environmental protection. Data were collected from Lebanon, and three factors were found to have positive effects on green purchasing behaviour. The results also indicated that the perceived seriousness of environmental problems was the main contributor to green purchasing behaviour.

This volume has been prepared under the auspices of the project entitled, ‘Competition Reforms in Key Markets for Enhancing Social & Economic Welfare in Developing Countries’ (CREW Project). This project was implemented by CUTS in four countries: Ghana, India, Philippines and Zambia, and across two common sectors: Staple Food and Bus Transport with the support from DFID (UK) and BMZ (Germany) facilitated by GIZ (Germany). The aim of the project was to highlight the relevance of competition reforms for social and economic welfare in developing countries, and motivate other countries, governments and development partners to accord greater attention to the subject of competition reforms. In view of this overall aim of the project, with inputs from the project advisers CUTS designed the final conference of the CREW project on a broader theme to talk about ‘Relevance of Competition & Regulatory Reforms in Pursuing Sustainable Development Goals (SDGs) in Developing Countries’. The theme was thought to be both contemporary and relevant in view of the adoption of the SDGs a couple of months before this final conference. In addition to the support it received from DFID (UK), BMZ (Germany) and GIZ (Germany), the conference also received support from the World Bank, G-77 Secretariat and the OECD. CUTS is grateful to all the above organisations for supporting the conference, and indeed also the production of this volume. We acknowledge the support from the members of the Project Advisory Committee of the CREW project, who contributed to make this conference a grand success. Special thanks to Clement Onyango and colleagues at CUTS Nairobi for their support and tireless efforts in the run-up and during the conference. We gratefully acknowledge the hard work and patience of all the paper authors for contributing extremely interesting individual chapters to this volume. We are also thankful to those friends of CUTS who reviewed the draft papers – Eleanor Fox, Tania Begazo/Martha Licetti (World Bank), Rafaelita Aldaba, R S Khemani, Frederic Jenny, Payal Malik, Allan Fels, David Ong’olo, Ashwini Swain, Peter Holmes and John Davies/Lynn Robertson (OECD). We are indebted to Mukhisa Kituyi, Secretary General, UNCTAD for writing an encouraging Foreword – and we hope to continue to receive his and UNCTAD’s support. We greatly appreciate the diligence of Madhuri Vasnani and Garima Shrivastava for editing and Mukesh Tyagi for preparing the layout of this report. Special thanks are due to Ashutosh Soni for his excellent coordination of communication with authors and reviewers of papers of this volume. We acknowledge the efforts of all the members of the CREW team, especially Cornelius Dube, Shreya Kaushik and Neha Tomar. Last but not the least, this report would not have seen the light of the day without the skillful direction, and overall guidance of Pradeep S Mehta, Secretary General, CUTS. He took special interest in this volume and went through each and every paper carefully himself. Words alone cannot convey our sincere gratitude to each and every individual who have contributed in every small way towards bringing out this volume. But it is only words that this world thrives on. We express our sincere gratefulness to all such individuals, without whom the publication of this volume would not have been possible.

The purpose of this research study is to evaluate the role and importance of digital branding technique in the luxury cosmetic industry from the consumer perceptive. The concept of digital marketing is increasing rapidly and is playing a major role in attracting the customers. Many of the organisations have been able to generate traffic on their websites through this technique, which is the means of increased market share. In order to evaluate the impact of this technique on the luxury cosmetic industries of the UAE, two leading organisations are selected, Lancôme and Dior.  The survey is performed through the customers of Lancôme and Dior, while, the interviews are that of the managers of the two organisations. A sample of 100 customers have been taken from each company for a survey, while, three managers, two from each organisation are interviewed.  Based on the results, it is evaluated that digital branding has played vital role in the brand positioning and expansion of the organisations. They have been able to attract various customers in the UAE towards the brand by utilising strategies of digital branding such as display advertising, email marketing, social media marketing, search engine marketing, search engine optimisation and others. Therefore, it is concluded that digital branding is the important concept that has improved the performance of Lancôme and Dior in the luxury cosmetics industry in the UAE.
 

Apple Inc is the global leading American multinational that focuses in manufacturing, designing and also selling of iPad tablets, iPhone, Mcbook computers, ecosystem among other technology enabled products. This makes Apple to be among the most innovative companies in the world. In United Kingdom whereby Apple Inc has the second largest retail market, consumers have responded well in regard to the firm sale of iPad tablets in the industry.
The market opportunities that can be deduced are; increased technology innovation and the fast growing tablets industry. The threats are economy downfall, extensive competition and rise of substitutes for iPad tablets. Apple Inc (UK) strengths are; increased innovation, superior quality of tablets, superior branding and well organised retail strategy. However, Apple Inc (UK) faces one major weakness in that their iPad are highly priced. Apple Inc (UK) specific, measurable, Attainable, relevant and time based objectives outline the manner in which the company will strategize in the UK tablets industry in order to realise competitive advantage.
Under the market segmentation Apple Inc needs to  offer of iPad tablets with increased sleek design, high exterior performance and price. There is also need to work on the Apple Inc market targeting in order to evaluate the right and attractive venture for its iPad business segments. Consequently, Apple Inc market positioning needs to be strengthened by core market drivers such as iPad distinctive features that include HDMI port, 3Gwireless system, iPad sleek size and video call application. Finally, Apple Inc (UK) recommendable marketing strategies and programmes are perfectly captured through price, product, promotion, people, process, place and physical evidence.

Quality of life (QOL) has become a central issue of concern in peoples’ lives and the research on this topic has largely increased in the past decades. However, some studies on QOL only adopted objective indicators and QOL research is still very scarce in some fields of study such as tourism. Additionally, in tourism, the majority of the studies on QOL focus on assessing the QOL of residents of destinations and neglect segmentation based on QOL as a tool for market segmentation.
The aim of this study is to overcome some previously referred to limitations and, specifically: (i) to measure visitors’ perceptions of tourism impact on their QOL by adopting subjective indicators; and (ii) to segment visitors based on perceptions of tourism impact on their QOL.
Study results reveal that tourism is likely to have a more positive impact on the psychological and social domains of QOL and that QOL is a good basis for segmenting the tourism market. Visitors perceiving more positive tourism impacts in their QOL differ from others on several features such as motivations to travel, travel group, interaction with local residents and satisfaction with the trip.

Actualmente las organizaciones que buscan permanecer en el futuro, deben hacer planeación estratégica en virtud de los cambio es que ocurren y lo vertiginoso de los mismos, es así que todas las organizaciones, llámense empresas privadas o públicas, instituciones paraestatales, organizaciones de la sociedad civil, centros educativos o fundaciones eclesiásticas, así como los tres órdenes de gobierno requieren de planear su porvenir en el corto, mediano y largo plazo, así como de aprovechar su trayectoria histórica y su legado cultural.

This paper offers views on some current and future trends in marketing. The content is based on recent literature and on what is happening in the business world. The paper is based on secondary data. The paper is based on extant literature and internet sources. The various articles, researches, reports, newspapers, magazines, various websites and the information on internet have been studied. We experience a radical change in India towards the digitalization. The consumer are looking and searching more on internet to find the best deal form the sellers around India as compared to traditional or conventional methods. In this study, we acknowledged that businesses can really benefit from Digital Marketing such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing, and social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games and are becoming more and more common in our advancing technology. It is demonstrated that we all are connected through whatsapp and facebook and the increasing use of social media is creating new opportunities for digital marketers to attract the customers through digital platform. Awareness of consumer’s motives is important because it provides a deeper understanding of what influences users to create content about a brand or store. Digital marketing is cost effective and having a great commercial impact on the business. Based on this study, it can further be argued that knowing which social media sites a company’s target market utilizes is another key factor in guaranteeing that online marketing will be successful. The effectiveness of Internet marketing with respect to different business can be analyzed. The study can further be extended to compare the internet marketing techniques with specific to various businesses.

Questo ebook sul piano di marketing ha lo scopo di approfondimento sul tema senza presunzione.
L’obiettivo dell’ebook gratuito è quello di aggiornarlo con nuove storie ed esempi sul piano di marketing che spiegano sempre meglio l’efficienza della metodologia in ambito delle attività di marketing.
Gli allegati menzionati nella pubblicazione sono scaricabili qui:
https://www.reportnotprovided.com/piano-di-marketing/piano-di-marketing.zip

A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use to a business.

Retailing is defined as a conclusive set of activities or steps used to sell a product or a service to consumers for their personal or family use. It is responsible for matching individual demands of the consumer with supplies of all the manufacturers. The word 'retail' is derived from the French work retailer, meaning 'to cut a piece off' or 'to break bulk'.A retailer is a person, agent, agency, company, or organization which is instrumental in reaching the goods, merchandise, or services to the ultimate consumer.

Концепция холистического маркетинга была широко представлена маркетологам Филиппом Котлером и Кевином Келлером в 12 издании классического учебника «Маркетинг менеджмент», который был опубликован в 2006 году (В России-в 2012). Давайте посмотрим как ее подходы можно использовать на практике в России.

The concept of holistic marketing was widely presented to marketers by Philip Kotler and Kevin Keller in the 12th edition of the classic textbook "Marketing management", which was published in 2006 (in Russia-in 2012). Let's see how its approaches can be used in practice in Russia.

omputer-based information systems, connected to worldwide high-speed networks, provide increasingly rapid access to a wide variety of data resources.' This technology expands access to data, requiring capabilities for assimilation and analysis that greatly exceed what we now have in hand. Without intelligent processing, these advances will provide only a minor benefit to the user at a decision-making level. That brave user will be swamped with illdefined data of unknown origin. The problems. This article will expand on the two types of problems that exist: For single databases. a primary hindrance for end-user access is the volume of data that is becoming available. the lack of abstraction, and the need to understand the representation of the data. When information is combincc1 trom multiplc datahasch. thc major concc'rn is w-1 t hc mismatch c ncou n t crccl i n i n tor inn t io n re prcsc n I ;I t ion :i ncl h t r uct ti re. Mediators embody the administrative and technical knowledge to create information needed for user decision-making modules. The goal is to exploit the data technology puts within our reach. Volume and abstraction. The volume of data can be reduced by selection. It is not coincidental that Select is the principal operation of relational database management systems, but selected data is still at too fine a level of detail to be useful for decision making. Further reduction is achieved by abstracting data to higher levels. Aggregation operations such as Count, Average, Standard-Deviation, Maximum, and Minimum provide some computational facilities for abstraction. Today, such abstractions are formulated within the end user's application, using a variety of domain knowledge. For most base data, more than one abstraction must be supported: For the sales manager, the aggregation is by sales region. while aggregation by customer income is appropriate for marketing. Figure 1 presents examples of required abstraction types. Computations for abstraction may be extensive and complex. Collecting all instances that lead to an abstraction can involve recursion, say, locating all potentially useful flight segments for a trip. Such a computation cannot be specified with current database query languages. Hence, application programs are written by specialists to reduce the data. Using specific data-processing programs as intermediaries reduces flexibility and responsiveness for the end user. The knowledge that creates the abstractions is hidden and hard to share and reuse. Mismatch. As Figure 2 shows, data obtained from remote and autonomous sources often will not match in terms of name, scope, granularity of abstractions, temporal units, and domain definitions. The differences shown in the examples must be resolved before automatic processing can join these values. Without an extended processing paradigm, as proposed here, the information needed to initiate actions will be hidden in ever larger volumes of detail. scrollable on ever larger screens, in ever smaller fonts. In essence, the gap between information and data will be even wider than it is now. Knowing that information exists and is accessible gives end users expectations. Finding that it is not available in a useful form or that it cannot be combined with other data creates confusion and frustration. I believe the reason some users object to computer-based systems, saying they create information overload, is that they get too much of the wrong kind of data. (See the sidebar, "Knowledge versus data. ") Use of a model. To visualize the requirements we will place on future information systems, let's consider the activities carried out today when deci-Type of Mismatch Type of Abstraction Example Base Data Abstraction Granularity Sales detail 4 Product summaries Generalization Temporal Daily sales 4 Seasonally adjusted Relative Product cost + Inflation-adjusted trends Exception recognition Accounting detail 4 Evidence of fraud Path computation Airline schedules + Trip duration and cost Product data-+ Product type monthly sales Figure 1. Abstraction functions. Knowledge versus data I favor a pragmatic distinction between data and knowledge in this model. Data describes specific instances and events. It may be gathered automatically or clerically. The correctness of data can be checked versus the real world. Knowledge describes abstract classes. Each class can cover many instances. Experts are needed to gather and formalize knowledge. One item of knowledge can affect the use of many items of data; also, one item of new data can disprove or weaken existing knowledge.' 40 COMPUTER

La siguiente investigación muestra los resultados de la aplicación de 550 encuestas on line en la región metropolitana de Santiago de Chile entre el
20 de marzo y el 20 de abril del año 2019. Dicha encuesta fue construida y
adaptada en base en las escalas desarrolladas por (Zeithaml, Parasuraman y Malhotra; 2000), las cuales fueron validadas previamente obteniendo un Alfa de Cronbach de 0,943 y 0,901 respectivamente y que se aplicaron con el objetivo de recopilar y analizar los resultados obtenidos a partir de las respuestas de los consumidores que realizaron compras on line a través del retailer Falabella. Esto nos permita visualizar la percepción de los consumidores producto del servicio entregado por esta compañía y de esa forma poder visualizar oportunidades de mejora y crecimiento para los etailers latinoamericanos.

The following work indicates the results of the application of 550 online surveys in the metropolitan region of Santiago de Chile between March
20 and April 20, 2019. This survey was constructed and adapted based on the scales developed by ( Zeithaml, Parasuraman and Malhotra; 2000), which were previously validated obtaining a Cronbach's Alpha of 0.943 and 0.901 respectively, and which were applied in order to collect and analyze the results obtained from the responses of consumers who made purchases to through Amazon. This allows us to visualize the perception of consumers as a product of the service provided by this company and thus be able to visualize opportunities for improvement and growth for Latin American e-tailers.

This paper will attempt to introduce – the term and concept of green marketing; about the importance green marketing; examine some reason that make the organization interested to adopt green marketing philosophy; it also highlight some problems that Organization may face to implement green marketing. The paper is a conceptual paper on green marketing, which is an emerging area of interest."Brands will not be able to opt out of [being green]. Companies which do not live by a green protocol will be financially damaged because consumers will punish them. In the longer term, I do not think they will survive."Green Marketing, is a full service marketing strategy and brand development firm offering a complete array of services including marketing plan development, sustainability auditing and planning, branding/creative strategies, graphic design/copyrighting, PR, and integrated marketing communications development, among a host of others. Green Marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their dollars, it can be dangerous. The public tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales.The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product – an assumption that, in my opinion, has not been proven conclusively.

Global opportunities in the auto industry have resulted in increases in production outside North America. This paper reports the results of a study in which a group of small automotive suppliers assessed the appropriateness of global entry strategies, and evaluated the degree of asset specificity and risks

ABSTRACT
This research work centers on marketing for non-profit organisations. The problem that prompted this research is that, there has been no practical demonstration of the relevance of marketing among NGOs. The study aims at pinpointing the relevance and extent to which marketing principles and techniques are applied among NGOs. A descriptive study was conducted with the staff of selected NGOs in Awka and its environ. A sample size of  seventy-six was drawn from the population size of ninety-three by using Yaro Yamane’s formular and quota sampling method was adopted. Primary data were collected  using questionnaire and oral interview, which were presented with the aid tables and simple percentage. Research questions were tested using ‘Z’-test statistic. It was discovered that establishment of marketing unit, market and environmental analysis, effective market segmentation and proper formulation of marketing mix variables are the techniques that improve the practice of marketing, that the level of marketing awareness is low  and that the major challenges facing NGOs are fundraising, volunteer and the use of traditional marketing techniques. On the strength of the findings, we conclude that marketing principles are relevant to NGOs but the extent of application is minimal because most NGOs have an ‘organisation- centered’ mindset rather than a ‘consumer-centered’ mindset. On the strength of the conclusion, we recommend that NGOs should maintain database of volunteers, tie up with academic institutions and exploit celebrities to generate funds.

The effectiveness estimation of positioning strategies perceived by consumers is a challenge for marketers and confusion is still there in their minds, at the same time in the mind of strategy makers that which strategy is more successful.Successful positioning and its well established perception on consumer side are the symptoms of company’s long run progress and product’s success. Empirical, the relative effectiveness of taken positioning strategies is measured. A multidimensional scale is used to measure the effectiveness. The scale is constituted by the four dimensions including dissimilarity, uniqueness, favorability and credibility. Each dimension is assessed by the associated elements that are seventeen in total. Practically, three print advertisements from cellular industry are selected with the
experts’opinion. Each advertisement represents the given positioning strategy. Quantitative data were gathered by showing these advertisements to the 100 consumers that are selected via purposive sampling technique.The statistical technique, ANCOVA is applied herein the study.The results showed both benefit
positioning strategy and surrogate strategy received the much higher and significant score against the three dimensions of positioning effectiveness (i.e., favorability, dissimilarity and uniqueness) whereas results are not significant for credibility dimension.

Purpose: State Bank of India and Punjab National Bank both are the top two biggest public banks facing the high workload in their branches. The purpose of this study is to assess the service quality of these banks through customer perception. Research Methodology: 94 well-filled questionnaires are collected from bank customers of Uttarakhand, Uttar Pradesh, Delhi and Haryana. Annual reports of these banks are also analyzed. ANOVA test has been used for testing of Hypotheses. Study is done during the June and July 2020. Research Implications: This research is useful for the RBI, bank policymakers, and bank managers to improve service quality. Customers can single out preferable services providing bank. Investors can make a view for the growth of the bank company. Findings: Results shows that the overall Service Quality of banks is good and more than the ¾ of overall service quality but some problems are exit. PNB Customers are more satisfied than SBI customers.

The clothing sector is a low wage, labour-intensive industry and a dynamic, innovative sector.
Franchising is a business system in which a company (franchisor) sells an individual (franchisee) the right to operate a business using the franchisor's established format. Franchising considerably helps enterprisers and companies in the clothing sector, because it assists them to cope with the problems connected with entering new markets. Franchising is also useful for entrepreneurs in strengthening their position on the market.

One of the most vital border regions in West Africa is the frontier between Nigeria and Benin. The global outbreak of Covid-19 leads to nation and wide lockdown in many countries. The countries and areas that have passed the worst phase of the outbreak or were able to prevent an internal outbreak are eager to reopen as prolonged lockdown could cause damages to the economy and social structure. The Nigeria government has approved the opening of its land borders on December 2020, since its closure on August 2019. This study aimed at determining the impact of border reopening on the Nigeria economy. The study area was Badagry and Apapa Metropolis Lagos State, Nigeria. A random sampling technique was employed, through the use of structured questionnaire on a sample of one hundred and ten (110); artisans (15), traders (50) and farmers (45) were used for data analysis. The Pearson product moment correlation coefficient was used to confirm formulated hypotheses. The study found that the recent border reopening is improving the Nigeria economy and gradually have good significant effect on market prices and in turn increasing the marketing turnover. The study also recommended that there is need to strengthen the border policing and management mechanisms to avoid a relapse into the conditions that led to the closure in the first place.

McDonald's is one of the most popular fast food restaurant in Indonesia that faces a declining trend in the Top Brand Index continues. It happens while food and beverage industry is growing significantly, especially in Malang. The peak of this research is brand loyalty as the most strategic intangible asset in order to dominate market share while industry competition increase. The purpose of this research is to find the influence of perceived quality to brand image, brand trust and brand loyalty, the influence of brand image and brand trust to brand loyalty, then the mediation of brand image and brand trust in the relationship between perceived quality to brand loyalty. A sample of this research has taken online with purposive sampling method and it used 150 respondents. The collected data analyzed in PLS (Partial Least Square) technique with Smart PLS 3 software. The mediation variables, hypothesis tested with Sobel. The finding of this research indicates that perceived quality positive and significantly influence to brand image, brand trust and brand loyalty. Then brand image and brand trust positive and significant influence to brand loyalty. Brand image and brand trust found as mediating variables in the relationship perceived quality to brand loyalty. Brand image has the highest influence to McDonald's brand loyalty, especially in Malang.

Organisations frequently follow brand extension strategies. This paper investigates the impact of category similarity, brand reputation, perceived risk and consumer innovativeness on the success of brand extensions in FMCG, durable goods and services sectors. A set of hypotheses were developed and tested in a study amongst 701 consumers. The findings show that extensions into categories more similar to the original brand tend to be more readily accepted. Likewise, the reputation of the original brand is an important factor influencing the success of the extension. These findings are consistent across FMCG, durable goods and services brands. However, perceived risk about the extension category was only found to enhance acceptability of extensions for durable goods and services brands. Innovative consumers are more positively disposed towards service brand extensions than FMCG and durable goods brand extentsions.

Banks are the heart and pulse of the trade and economic development of a country. Therefore, banks become one of the financial institutions that have an essential role in driving a country's economy, including Indonesia. The management of government banks has not comprehensively improved the quality of service, satisfaction, and loyalty of credit customers. This is indicated by the continued dissatisfaction of bank credit customers with banks' services that cover the fulfillment of the needs and interests of credit customers, especially in credit applications. Furthermore, the management of PT. Bank Mandiri (Persero) Tbk. has not been fully able to make credit customer satisfaction in the banking business activities it manages. The research method used in this research is descriptive and verification research. The population of this study is the credit customers of PT. Bank Mandiri (Persero) Tbk. The sampling technique employed proportional stratified random sampling that studied as many as 61 people with smooth credit and 79 bad credit customers. The Likert Scale, a research scale used to measure attitudes and opinions, was treated as an instrument used by researchers. The results showed that the quality of credit services PT. Bank Mandiri (Persero) Tbk. as a whole has been implemented well. Tangibility had been implemented well, officers were reliable and responsive, assurance can be trusted, and officers expressed empathy. Credit customers are satisfied with the services provided, the loyalty of credit customers of PT. Bank Mandiri (Persero) Tbk. has achieved well. There is an influence of lending service quality on customer loyalty at PT. Bank Mandiri (Persero) Tbk. There is also an influence between the quality of lending services on credit customer satisfaction implications on the credit loyalty of PT. Bank Mandiri (Persero) Tbk partially and simultaneously.

The paper deals with intercultural marketing, which is a combination of two different phenomena - marketing and culture. The first objective of the paper lies in providing theoretical definitions of the above-mentioned areas. Subsequently, the aim is to analyse marketing communication of the selected automotive companies and determine its efficiency on social media within the context of cultural differences and cultural forms as their manifestations. A considerable amount of literature has been published on intercultural marketing, but only a few studies have concentrated on the connection with modern communication tools – i.e. social media. The data come from a research conducted online focused on Facebook. In total 2606 posts on twenty Facebook profiles of selected automotive companies were analysed. Our findings show that the use of standardization and adaptation is not related to the efficiency of marketing communication of individual Facebook profiles. One of the factors that d...

Este livro é destinado a estudantes, pesquisadores, profissionais e demais interessados em comércio eletrônico (e-commerce), e faz um resgate histórico do surgimento das compras on-line, sua evolução no decorrer dos anos, além de explanar sobre as vantagens e as desvantagens de se utilizar as ferramentas e os recursos do ambiente virtual. Um dos principais objetivos do autor é apresentar como se relacionam alguns aspectos que, via de regra, estão presentes em tal ambiente, como a privacidade, a segurança, a qualidade das informações, a confiança, a propaganda boca a boca eletrônica e a intenção de recompra. Trata-se de uma leitura envolvente, ilustrada com diversas evidências empíricas nacionais e internacionais, complementada por uma ampla pesquisa realizada entre consumidores brasileiros que costumam realizar compras no formato on-line.

One of the least understood areas in customer complaint behaviour (CCB) research is why some customers complain and others do not in similar dissatisfaction situations. Prior research has explored differences in customer characteristics between complainers and non-complainers, but not in association with relevant situational factors. This gap is addressed with a new conceptual framework incorporating two situational variables-customer dissatisfaction and involvement, and two consumer traits -impulsivity and self-monitoring. Several hypotheses about their main and interaction effects are tested in two different contexts, using a survey-based study in three countries (Singapore, South Korea and the US). Specifically, it is shown that CCB is positively associated with involvement and impulsivity, and negatively with self-monitoring. Involvement and impulsivity are shown to moderate the association between dissatisfaction and CCB positively, and self-monitoring moderates it negatively. Some implications and directions for future research are also discussed. .hk). His research interests include exploratory purchase Behaviours, cross-cultural differences in consumer behaviour and services marketing. He has published his research in the ). His research is focused on brand management and marketing communications. He teaches marketing management, brand management and IMC.

The research aims to develop a conceptual framework of knowledge contemporary knowledge capital (intellectual), and its importance, and its components, including the capital of the customer, and review the entries measure the capital of the customer, and provide a workable model to measure the capital of the customer application on the tourist hotels of Yemen class four stars in each of the cities of Aden and Hadramout model. The researcher used method of comprehensive restriction of the executives of the hotel's (8) tourist hotels four-star category. The results indicated that customers capital in Yemen tourist hotels four-star category with a medium level, and according to the classification reached by the researcher results showed that physical capital, customer capital is low compared to customers that were positive morale good degree. The main reason for these results to the deteriorating security situation faced by Yemen since the beginning of 2011. Based on these results, the researcher to a set of recommendations and proposals that address the deterioration of the situation, the Yemeni tourism, and seeks to develop the intellectual capital on the head with customers of both types of physical and morale.

Recently, the effect of external factors on consumer decision making styles (CDMS) and their importance to consumer behavior has investigated by some of researchers. There are two main objectives of this study. Firstly, to examine (CDMS) of young generation in Malaysia; the research used Sproles and Kendall's (1986) consumer style inventory (CSI) on a sample of 325 Malaysian females and males. External factors (demographic, geographic and group influence) have been applied to understand consumer decision making styles. As a result of the factor analysis, four factors found to be the most suitable representation of young-adults in this study: Novelty, Brand Consciousness; Perfectionist, High-Quality Consciousness; Recreational, Hedonistic Consciousness; Impulsive, Careles Consumer. Secondly, the research demonstrated that there is a relationship between consumer decision making styles and purchase intention (PI).

This research aims to determine the implementation level of relationship marketing strategies in north upper Egypt hotels in the cities of Fayoum, Beni Suef, Minia, and Assiut. Random cluster samples include 517 questionnaires were distributed to customers of North Upper Egypt hotels. The results revealed that the average of the implementation level of relationship marketing is high equivalent to 81.2% (4.06 out of 5), and the standard deviation is 0.171. In addition, most customers (96.3 %) stated that there is continuous communication with the hotel, about 95 % of them evaluated the relationship marketing as a successful strategy, and customer motivations in dealing with hotels are special treatment, quality of service, confidence, appropriate prices, proximity to the site, speed of service, diversity of services and global reputation, respectively. Moreover, the level of hotel performance ranges from high to very high, in terms of the level of relationship satisfaction (81.2%), t...