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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb054500. When citing the article, please cite: Don Peppers, Martha Rogers, (1995), “A new marketing paradigm: Share of customer, not market share”, Planning Review, Vol. 23 Iss 2 pp. 14 - 18.

A new marketing paradigm called “one‐to‐one marketing,” or “relationship marketing,” shows promise as an innovative alternative to mass marketing. This one‐to‐one approach uses advanced information technology to give an enterprise the ability to develop relationships with individual customers.

Describes the way in which one UK organization has responded to the problem of stress at work through the establishment of an in‐house counselling service available without charge to all employees. Describes the structure and mode of operation of the service, including the monitoring and evaluation process. Presents broad outcomes of the monitoring and evaluation and draws out some implications for good practice.

The words in the CRM (Customer Relationship Management) have become short‐hand buzz words for describing how firms foster a 360‐degree review of the customer lifecycle. The primary goal of this study is to provide a synopsis of innovative CRM concepts that can assist entrepreneurial small firms develop a process to effectively communicate with their customers, such as an e‐newsletter and CD‐ROM direct mail campaign. A practitioner‐oriented model is developed that depicts the CRM process of using multiple communication channels, building loyalty, establishing customer retention tactics, and changing service offers to foster the customer experience.

Many early-career researchers (ECR) are motivated by the prospect of creating knowledge that is useful, not just within but also beyond the academic community. Although research facilities, funders and academic journals praise this eagerness for societal impact, the path toward such contributions is by no means straightforward. In this essay, we address five common concerns faced by ECRs when they strive for societal impact. We discuss the opportunity costs associated with impact work, the fuzziness of current impact measurement, the challenge of incremental results, the actionability of research findings, and the risk of saying something wrong in public. We reflect on these concerns in light of our own experience with impact work and conclude by suggesting a “post-heroic” perspective on impact, whereby seemingly mundane activities are linked in a meaningful way.

This paper seeks to build understanding of the evaluation of sponsorships involving high human mortality risk. Examples of risky sponsees are presented, with two assessed as in-depth case studies. Based on this research, a sponsorship evaluation framework for sponsors is presented that includes: sponsee selection, risk management, strategic tactics, contingency planning, contract elements and post-contract tactics.

I discuss economic approaches to the demand for harmfully addictive substances with an emphasis on the role of money prices. First, I examine trends in the real prices and in the prevalence of the use of cigarettes, alcohol, cocaine, heroin, and marijuana in the U.S.A. Then I present estimates of time-series demand functions. Next, I discuss how economists have modified their traditional model of consumer behaviour to incorporate the addictive aspects of illegal substances. I conclude with implications for tax policy and for the lively and contentious debate concerning the legalization of marijuana, cocaine, and heroin.

Investigates the relationship between tourists’ destination loyalty and their preferences as to destination. Destination loyalty is operationally defined as the level of tourists’ perceptions of a destination as a recommendable place. On‐site surveys of Korean outbound travellers were conducted at the Seoul International Airport, South Korea, in March 1997. Of 285 questionnaires collected from Korean outbound travellers, 265 useful questionnaires are analyzed. Multiple regression analysis reveals that three destination preferences, including different culture experiences, safety, and convenient transportation, have a positive relationship with tourist’s loyalty to the destination. Results from a path analysis show that past trip experience affects tourists’ destination preference. The implications and limitations of the study are discussed in the conclusion.