Category Archives: Marketing

Advantages and disadvantages of CRM

CRM has been defined by Peppers et al. (1992) as a way of developing the relationships with customers in order to achieve competitive advantage and sustain the growth of the business in the long-term. Essentially, CRM is a way of … Continue reading

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Consideration on ethics in marketing research

Maintaining an ethical approach during research eventually pays back in increasing the level of reputation of researchers. The adherence to a code of conduct is important because consumers are more likely to contribute if they know that precise rules are … Continue reading

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Importance of marketing for other departments

If we accept that marketing has a communicator role between the company and the outside world and that it is focused on customers in order to give them what they want (Brassington and Pettitt, 2007), we can see how a … Continue reading

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