Chief among a firm's market-based resources are its relational resources such as brand
equity, customer equity and channel equity that result from its interactions with customers …

In response to initial voices that put the customer experience (management)(CX (M))
movement into question, this article aims to introduce a formal nomenclature to push the CX …

Purpose The purpose of this paper is to present a detailed and critical look at the evolution
of online survey research since Evans and Mathur's (2005) article on the value of online …

Understanding customer experience and the customer journey over time is critical for firms.
Customers now interact with firms through myriad touch points in multiple channels and …

The world of retailing has changed dramatically in the past decade. The advent of the online
channel and new additional digital channels such as mobile channels and social media …

Marketers face the challenge of resource allocation across a range of touchpoints. Hence
understanding their relative impact is important, but previous research tends to examine …

Smart retailing is currently presented by many consultants and some researchers in
innovation as the solution for generating an omnichannel experience that benefits …

Our newly digital world is generating an almost unimaginable amount of data about all of us.
Such a vast amount of data is useless without plans and strategies that are designed to cope …

Learn to identify, select, implement, and adapt market-driven business strategies for
profitable growth in competitive markets In Strategic Market Management, David Aaker and …

Mobile technologies enable marketers to target consumers by time and location. This study
builds on a large-scale randomized experiment of short message service (SMS) texts sent to …