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  • Author or Editor: G. Rekettye x
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The purpose of this paper is to implement the regularities of product innovation in the field of marketing. The article takes a look at the different understandings of the concept of marketing innovation and it states that although the innovation concept is widely discussed in marketing literature, it lacks one important element: the “missing link” is an analysis of the relation between product innovation and marketing innovation. The paper discusses the different patterns of innovation and points out that the marketing of a product category displays a similar evolution cycle. Using the dominant product-form analogy, the author presents his hypothesis about the existence of a dominant marketing mix. He argues that as the dominant product form emerges, it is accompanied by a dominant marketing form, and he states that such standardised marketing will dominate the scene until the next discontinuous innovation.

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As competition is increasing both locally and globally, more and more organisations face the need to preserve their customers while minimising preservation and marketing costs. Through an empirical analysis of customers of a logistics service provider in Israel, it is argued that service providers can intelligibly influence customers’ impression and the emotional experience they get through the service provision interaction. Moreover, if this impression is positive, customers perceive an incremental value in the service interaction and tend to develop a long-lasting commitment to the organisation which can develop into loyalty. In general, this rationale is validated by the research.In addition, it was discovered that price is not the main element of customer loyalty; even its role is found to be less dominant than the role of emotion. Implication and projections for further studies are also discussed in the paper.

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