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Building Business Brands Directly

In: Building Brands Directly

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  • Stewart Pearson

Abstract

The changing organisation of business and the rapid advance of technology have increased the complexity of business-to-business decision-making. Many business marketers could once identify the relatively small number of decision-makers in their target audiences. As business hierarchies become flatter and technical specialists grow in influence, the buying points in customer organisations have increased in number and the varying influences on the buying decision have become more difficult to identify. The balance of power in the traditional model of the multiple decision making unit (dmu) has shifted, away from management, to specialists and users who are also choosers (Figure 15.1).

Suggested Citation

  • Stewart Pearson, 1996. "Building Business Brands Directly," Palgrave Macmillan Books, in: Building Brands Directly, chapter 15, pages 348-366, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-13771-8_15
    DOI: 10.1007/978-1-349-13771-8_15
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    Citations

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    Cited by:

    1. R. Ferrentino & M. T. Cuomo & C. Boniello, 2016. "On the customer lifetime value: a mathematical perspective," Computational Management Science, Springer, vol. 13(4), pages 521-539, October.
    2. Bo-Chiuan Su & Li-Wei Wu & Ying-Chi Yen, 2021. "Antecedents and Consequences of Trust and Loyalty in Physical Banks Affecting Mobile Payments," Sustainability, MDPI, vol. 13(22), pages 1-27, November.
    3. Rahim A. Ganiyu, 2016. "Perceived Service Quality and Customer Loyalty: The Mediating Effect of Passenger Satisfaction in the Nigerian Airline Industry," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 52(1), pages 94-117, December.
    4. Evelyn Toh Bee Hwa Author_Email: toh.evelyn@taylors.edu.my & Eva Lim Wei Lee & Robin Cheng, 2011. "Generation Y And Choice Of Mobile Service Provider: A Study On Their Purchasing Decisions In Choosing A Mobile Service Provider," 2nd International Conference on Business and Economic Research (2nd ICBER 2011) Proceeding 2011-226, Conference Master Resources.
    5. Korneta Piotr, 2018. "Net Promoter Score, Growth, and Profitability of Transportation Companies," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 54(2), pages 136-148, June.
    6. Rajagopal, 2005. "Measuring Variability Factors in Consumer Value for Profit Optimization in a Firm - A Framework for Analysis," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 1(1), pages 85-103, January.
    7. Demirci Orel, Fatma & Kara, Ali, 2014. "Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 118-129.
    8. Zhenning Xu & Colin Vail & Amarpreet S. Kohli & Saeed Tajdini, 2021. "Understanding changes in a brand’s core positioning and customer engagement: a sentiment analysis of a brand-owned Facebook site," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 3-16, March.
    9. Dissakoon Chonsalasin & Sajjakaj Jomnonkwao & Vatanavongs Ratanavaraha, 2020. "Key Determinants of Airline Loyalty Modeling in Thailand," Sustainability, MDPI, vol. 12(10), pages 1-17, May.
    10. Hasebur Rahman, 2013. "Customer Satisfaction and Loyalty: A Case Study from the Banking Sector," Central European Business Review, Prague University of Economics and Business, vol. 2013(4), pages 15-23.

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