Subject Index
 

In this article, Peter Mouncey, Editor of the International Journal of Market Research, and Roderick White, Editor of Admap, report on the MRS Conference 2008. They cover a broad range of themes, incl ...

The practical value of the NPS (Net Promoter Score) customer loyalty metric has been hotly debated. The NPS is based on a single question - 'would you recommend X to a friend or colleague' - on a scal ...

For decades, one of the key roles of market research has been to help companies forecast customer acceptance of innovation and of changes to the marketing mix (the 4Ps). However, traditional market re ...

First Direct uses 'personal marketing' which looks at an individual in the context of his or her life, not the objectives of the business. It argues that it’s your customers' choices and preferences t ...

Business people, while claiming to be customer-centred or focused, still tend to think from the 'inside out', i.e. in terms of the business brands and targets. This doesn't work any more. We have to t ...

This article discusses the paradox that while technology should in theory help marketers to communicate more effectively with customers and improve their service, customers feel more alienated. Call c ...

Loyalty marketing and CRM recognise that getting and keeping customers is vital to the success of a brand, and that calculating a customer's lifetime value vital to determining strategy. The problem i ...

David Williams, CEO of How to Experience (H2X), argues that many customer focus programmes simply pay lip-service to satisfying customer needs. Here he considers what is needed to define and deliver m ...

Patrick Ohlin, brand director at CoreBrand, addresses the hot topic of customer experience management and provides five tips for getting down the path to a well-managed brand.

In this article, a hotel-and-airport horror story exemplifies what so often goes wrong with customer satisfaction (CSR). The main messages are: delivery is far more important than promise (and to prom ...

Using Maconomy's Agency Profit-Watch 2006, Neil Davidson reports on agency management practices in the UK and US. He finds that procurement and finance departments are increasingly influencing - even ...

People are being bombarded with more commercial messages than ever before, most of which are not relevant to them; they cope by shutting these out, and the advertisers have therefore wasted their mone ...

Today's OEM marketers must choose among a bewildering array of marketing corridors to reach consumers, with few established 'ground rules' to guide toward the best strategic choices. This paper discus ...

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws ...

Professor Merlin Stone and Neil Woodcock, of WCL (a change management and CRM consultancy), discuss a new model of customer management (CMAT) and good practice in customer acquisition, penetration and ...

Mark Joy, joint MD of sales promotion agency, Gasoline, sees 'brand activation' as bringing the brand experience to life in an enjoyable, relevant and engaging way. He describes the factors driving 'B ...

Hugh Robertson, founder and managing partner of experiential marketing agency, RPM, debates the development of brand experience marketing from a tactical add-on to a key element of brand strategy. He ...

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program. The paper shows the i ...

This paper focuses on why the traditional consumer insights model fails to deliver the greatest need of modern CEOs - namely, 'how do I get the consumer at the heart of my business to drive a competit ...

Peter Rosenwald, author of Accountable Marketing: The Economics of Data-driven Marketing, explores the cost/benefit relationship of CRM. Using examples he illustrates how CRM costs can be modelled, an ...

Gailynn Nicks, managing director of Ipsos Loyalty, argues that product brands require strong customer relationships in much the same ways that service brands do - that the 'brand experience' relates t ...

In this introduction to four further articles focusing on customer relationship management (CRM), Roderick White briefly reviews the history of CRM, its relationship with direct marketing, and the rea ...

This paper presents a case study of an Australian employer association, Australian Business Limited, that developed a leading-edge “insights” capability by bringing together into a single, integrated ...

Looking at the financial services industry, there is a question over how new global entrants, such as ING VYSYA, can stimulate interest. There is also the need to develop long term strategies for secu ...

This paper reviews the process through which BBVA developed and implemented its brand strategy, resulting in strategic positioning (“Brand Vision”). Concerning implementation, steps were developed to ...

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as t ...

This paper describes the benefits of ethnography to market researchers in the context of a case study. The technique involves direct observation of the subject (user) within their environment and oft ...

The approach used outlines an achievable, tangible and actionable method to extracting the value from customer knowledge and create real business value. This approach integrates a strong base of custo ...

Using findings from a continuous survey amongst UK Internet bank customers and additional primary research conducted in December 2004, this paper aims to provide a unique insight into Internet banking ...

Within a number of industries, there is a difficulty in integrating the growing dependence on new technology (interactive phone and internet services) with traditional forward facing offices in relati ...