Search results

1 – 10 of 128
To view the access options for this content please click here
Article
Publication date: 1 October 1998

Dennis L. Duffy

Takes a look at the worldwide trend toward loyalty marketing and highlights the reasons for this emphasis on loyalty. Asserts that building customer loyalty is a business…

Abstract

Takes a look at the worldwide trend toward loyalty marketing and highlights the reasons for this emphasis on loyalty. Asserts that building customer loyalty is a business strategy, not just a marketing program and that all businesses should seek to boost loyalty and maximize share of customer. Explores the various approaches to structuring customer loyalty strategies. Uses some real‐world examples to illustrate different approaches. Provides a consistent framework for developing a loyalty strategy and program. Offers insight to reduce the amount of time required to develop a loyalty strategy and touches on ways to help marketers avoid some classic mistakes. Maintains that the pursuit of customer loyalty is a perpetual one ‐ more of a journey than a destination.

Details

Journal of Consumer Marketing, vol. 15 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 1 January 2005

Dennis L. Duffy

The paper aims to describe the application of direct selling, the process of selling a consumer product or service from one person to another, in an environment that is…

Abstract

Purpose

The paper aims to describe the application of direct selling, the process of selling a consumer product or service from one person to another, in an environment that is not a permanent retail location.

Design/methodology/approach

The paper explores the application of direct selling from the perspective of companies that have built their business around direct selling and those who are evolving into direct selling. The paper focuses the examination on three companies participating in the direct selling category: The Longaberger Company, The Pampered Chef and The Tupperware Corporation.

Findings

The paper finds that direct selling is an increasingly important component of the marketing mix for many traditional, successful companies and presents some keys to success.

Originality/value

Successful direct selling companies in the future will help to maximize growth and optimize customer loyalty at all levels.

Details

Journal of Consumer Marketing, vol. 22 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 1 August 2004

Dennis L. Duffy

Multi‐channel marketing in the retail environment involves the integration of marketing activities in retail stores, with catalogs and with online marketing. The online…

Abstract

Multi‐channel marketing in the retail environment involves the integration of marketing activities in retail stores, with catalogs and with online marketing. The online component of this is critical to the success of the overall effort and it is becoming more powerful, sophisticated and measurable. This case study chronicles the use of multi‐channel marketing by REI, a 66‐year‐old purveyor of specialty outdoor gear and apparel. The case study shares the essential components of multi‐channel marketing used by REI and how the various components work together.

Details

Journal of Consumer Marketing, vol. 21 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 1 August 2005

Dennis L. Duffy

The purpose of this paper is to examine the methods used by marketers over the past years to develop loyalty among customers. Furthermore, the paper considers the…

Abstract

Purpose

The purpose of this paper is to examine the methods used by marketers over the past years to develop loyalty among customers. Furthermore, the paper considers the shortcomings of these methods and certain societal and technological changes that have further impacted on the potential effectiveness of these methods in the future.

Design/methodology/approach

The author uses his experience working with hundreds of marketers around the world developing, managing, analyzing, measuring and improving customer loyalty strategies and tactics. The author combines these experiences with analysis of certain dynamics in the marketplace that have changed the way marketers must interact with customers. Finally, the author has combined this experience and analysis to formulate a point of view about the impact on marketing strategies in the future.

Findings

Many of the past efforts used by marketers to develop customer loyalty have been ineffective because they have been based on tactics used in the airline industry. These shortcomings will become greater in the future unless marketers change their ways. Corporate scandals have eroded the trust that customers have in marketers and, therefore, marketing efforts must be more genuine and easily understood or customers will react skeptically. Concerns about privacy and identity theft have heightened concerns among customers and made them more wary and, therefore, less willing to openly share information and engage in a relationship with a brand unless there appear to be genuine value and behavior by the company that engender trust and faith.

Practical implications

Marketers must step back and make absolutely certain that their efforts are based on customer needs and desires and do more to enhance customer trust than to erode it. Marketing strategies and programs must be believable. One of the most important components of customer relationships moving forward will be the development of trust that further enhances the customers' willingness to interact with certain brands and companies.

Originality/value

There is a great deal of talk in the marketplace about customer relationships. This paper seeks to bring the dialogue down to earth and incorporate the customer's point of view rather than just the theoretical marketing point of view. This paper suggests that marketers should work harder and work smarter to be sure that their programs are worthwhile to customers.

Details

Journal of Consumer Marketing, vol. 22 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 1 May 2005

Dennis L. Duffy

This article seeks to explore the inner workings of affiliate marketing.

Abstract

Purpose

This article seeks to explore the inner workings of affiliate marketing.

Design/methodology/approach

Defines the affiliate marketing marketplace including some of the participants and explores the characteristics of a successful long‐term relationship.

Findings

The key to successful affiliate marketing lies in the construction of a win‐win relationship between the advertiser and the affiliate. Affiliate marketing is likely to become the principal mainstream marketing strategy for e‐commerce businesses in the future.

Originality/value

Looks at the inner workings of affiliate marketing, defines the affiliate marketing marketplace including some of the participants and explores the characteristics of a successful long‐term relationship.

Details

Journal of Consumer Marketing, vol. 22 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 1 September 2003

Dennis L. Duffy

The development of customer loyalty is a strategic objective for most companies. There are many different terms used in business today to describe the process of building…

Abstract

The development of customer loyalty is a strategic objective for most companies. There are many different terms used in business today to describe the process of building customer loyalty. This article describes the benefits of building customer loyalty and explores the essential strategic considerations for companies contemplating the development of loyalty initiatives. It also establishes the relationship between how brands are built today and how customer relationships are cultivated in a manner that leads to loyalty.

Details

Journal of Consumer Marketing, vol. 20 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 1 May 2004

Dennis L. Duffy

Chronicles the launch of a new e‐commerce business. Reviews the implications and considerations of such a venture and documents the critical lessons learned. Concludes…

Abstract

Chronicles the launch of a new e‐commerce business. Reviews the implications and considerations of such a venture and documents the critical lessons learned. Concludes that the Internet provides an effective place for the development of a new business.

Details

Journal of Consumer Marketing, vol. 21 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 1 January 1995

James W. Grosch, Karen G. Duffy and Paul V. Olczak

Although ethnicity and gender play a significant role in many types of social interaction, little research exists on their importance in mediation. An analysis of…

Abstract

Although ethnicity and gender play a significant role in many types of social interaction, little research exists on their importance in mediation. An analysis of community mediation cases (N = 27,852) from New York state demonstrated that, consistent with predictions from criminal justice research, Whites were underrepresented in mediation relative to Blacks and Hispanics, and that females were more likely to participate in mediation as claimants than men. Both ethnicity and gender were related to the type of dispute, degree of violence, intimacy between disputants, source of referral, and mediation outcome. Additional analysis, taking into account source of referral, education, and income level of the claimant, did not fully account for the observed ethnic or gender differences. Results are discussed in terms of reasons why ethnic and gender differences exist in mediation, limitations of demographic data, and areas for future research.

Details

International Journal of Conflict Management, vol. 6 no. 1
Type: Research Article
ISSN: 1044-4068

To view the access options for this content please click here
Book part
Publication date: 31 October 2017

Anthony Keating

Sexual crime in the Irish Free State was more than an issue of law, it carried ideological importance in a nation that legitimised itself as a beacon of Celtic Catholicism…

Abstract

Sexual crime in the Irish Free State was more than an issue of law, it carried ideological importance in a nation that legitimised itself as a beacon of Celtic Catholicism whilst struggling to maintain credibility in a contested post-colonial landscape. The nation’s police force, An Garda Síochána, had a central role in preserving the nation’s reputation for piety. This chapter explores the views of two of An Garda Síochána’s most senior officers regarding female sexuality and sexual crime; features that were to influence the level of protection and justice Ireland’s women and children were afforded under law.

Details

Environmental Criminology
Type: Book
ISBN: 978-1-78743-377-9

Keywords

To view the access options for this content please click here
Book part
Publication date: 5 June 2018

Jennifer Kurth, Alison Zagona, Amanda Miller and Michael Wehmeyer

This chapter provides “viewpoints” on the education of learners with extensive and pervasive support needs. That is, students who require the most support to learn, often…

Abstract

This chapter provides “viewpoints” on the education of learners with extensive and pervasive support needs. That is, students who require the most support to learn, often categorized as having intellectual disability, multiple disabilities, autism spectrum disorder, or related disabilities. The lenses through which we provide these viewpoints are historical and future-oriented; we begin with historic perspectives on the education of students with extensive and pervasive support needs, and then provide 21st century viewpoints for these learners. We interpret the notion of viewpoints in two ways: first, consistent with a viewpoint as indicating an examination of objects (in this case, practices and interventions) from a distance so as to be able to compare and judge; and, second, viewpoint as indicating our perspective on said interventions and practice.

Details

Viewpoints on Interventions for Learners with Disabilities
Type: Book
ISBN: 978-1-78743-089-1

Keywords

1 – 10 of 128