American Marketing Association

Displaying 1-4 of 4 results

  • White Papers // Oct 2010

    The Long-Term Effect Of Marketing Strategy On Brand Sales

    Few studies have considered the relative role of the integrated marketing mix on the long-term performance of mature brands, instead emphasizing advertising and price promotion. Thus, little guidance is available to firms regarding the relative efficacy of their various marketing expenditures over the long run. The authors apply a multivariate...

    Provided By American Marketing Association

  • White Papers // Nov 2009

    The Impact Of Customer Relationship Management Implementation On Cost And Profit Efficiencies: Evidence From The U.S. Commercial Banking Industry

    We find that CRM commitment helps at least in terms of cost efficiency after CRM implementation. The results show that firms that develop a strong strategic focus on CRM do not suffer the decline in cost efficiency that their counterparts with a less strategic focus on CRM face. Therefore, developing...

    Provided By American Marketing Association

  • White Papers // Jan 2009

    Brand Portfolio Strategy And Firm Performance

    Although firms make corporate-level strategic decisions regarding their brand portfolio, little is known about whether and how a firm's brand portfolio strategy is linked to its business performance. Using data from the American Customer Satisfaction Index and other secondary sources, the authors examine the impact of the scope, competition, and...

    Provided By American Marketing Association

  • White Papers // Oct 2001

    Sealed and Delivering

    This article state that the site having a popular brand name and logo are favored by the online customers and E-retailers are taking advantages of the trust that sites logos provides. Previously people were used to see the seal on the product at the time of buying but in this...

    Provided By American Marketing Association

  • White Papers // Nov 2009

    The Impact Of Customer Relationship Management Implementation On Cost And Profit Efficiencies: Evidence From The U.S. Commercial Banking Industry

    We find that CRM commitment helps at least in terms of cost efficiency after CRM implementation. The results show that firms that develop a strong strategic focus on CRM do not suffer the decline in cost efficiency that their counterparts with a less strategic focus on CRM face. Therefore, developing...

    Provided By American Marketing Association

  • White Papers // Jan 2009

    Brand Portfolio Strategy And Firm Performance

    Although firms make corporate-level strategic decisions regarding their brand portfolio, little is known about whether and how a firm's brand portfolio strategy is linked to its business performance. Using data from the American Customer Satisfaction Index and other secondary sources, the authors examine the impact of the scope, competition, and...

    Provided By American Marketing Association

  • White Papers // Oct 2010

    The Long-Term Effect Of Marketing Strategy On Brand Sales

    Few studies have considered the relative role of the integrated marketing mix on the long-term performance of mature brands, instead emphasizing advertising and price promotion. Thus, little guidance is available to firms regarding the relative efficacy of their various marketing expenditures over the long run. The authors apply a multivariate...

    Provided By American Marketing Association

  • White Papers // Oct 2001

    Sealed and Delivering

    This article state that the site having a popular brand name and logo are favored by the online customers and E-retailers are taking advantages of the trust that sites logos provides. Previously people were used to see the seal on the product at the time of buying but in this...

    Provided By American Marketing Association