Copyright (c) 2009 All rights reserved. http://works.bepress.com/grace_thomson Recent documents in Grace S. Thomson en-us Mon, 19 Jan 2009 04:37:13 PST 3600 http://works.bepress.com/grace_thomson/24 http://works.bepress.com/grace_thomson/24 Sat, 17 Jan 2009 20:10:23 PST Evaluation of the Customer Management and Relationship Marketing Plan for Southwest AirlinesSuccessful firms choose their strategic orientation using a trade-off process (Rust, Lemon & Zeithmal, 2004) to prioritize aspects of their marketing mix in the short and long-term. This marketing mix must balance customer needs and positioning in the market (Best, 2009). Southwest Airlines (SWA), one of the most profitable domestic airlines, has been studied by scholars and practitioners interested in their successful model of value delivery, employee commitment and sustainability. Its dedication to "warmth, friendliness, individual pride, and Company Spirit" (Southwest, 2008) makes SWA an exemplary case of customer management and relationship marketing in action. This study will address the elements of the strategic orientation of Southwest Airlines through a scholarly approach to assess their choice of marketing strategy (Slater, Olson & Hult, 2006), assess its long-term sustainability, their segmentation and targeting strategies (Weinstein, 2007), value delivery (Parasuranam et al, 1988), their ethical behavior (Freeman, 1988); uses of marketing research (Boguslaski et al, 2004), and the effectiveness of customer relationship strategies (Lacey, 2007). A final section assess SWA theoretical matching and proposes recommendations for best practices for future businesses in the airline industry. Grace S. Thomson Relationship Marketing http://works.bepress.com/grace_thomson/23 http://works.bepress.com/grace_thomson/23 Sat, 17 Jan 2009 19:53:58 PST This document simulates a senior executive-level proposal of a methodology of global marketing decision-making to initiate the incursion of a U.S.-based higher education institution to the Ecuadorian higher education market. The theoretical framework of global marketing strategy (Cavusgil, Knight & Riesenberger, 2008) and the taxonomy of marketing research (Hair et al, 2006) is applied to evaluate the conditions of the Ecuadorian target market. The document also presents a general overview of segmentation; targeting and positioning strategies and a discussion of the adaptation of the marketing mix supported by globally acknowledged, peer-reviewed research. Grace S. Thomson Relationship Marketing http://works.bepress.com/grace_thomson/22 http://works.bepress.com/grace_thomson/22 Sat, 17 Jan 2009 19:36:09 PST Taxonomy of Relationship Marketing TheoriesA customer-centric marketing strategy relies on the creation of value for the customer and the generation of value in return for the firm (Gupta & Lehmann, 2003). Seminal and contemporary philosophies of relationship marketing have populated scholarly journals and media for more than 50 years, addressing activities, strategies and behaviors of customer-centered firms.This document presents a taxonomy of 20 relationship marketing theories and models that incorporate grounded theory and theoretical frameworks addressing different aspects of customer relationship marketing. An exploration of the works of Armstrong and Kotler (2008), Best (2009), Levitt (1960), King (1964), Reichheld et al (2000), Gupta & Lehmann (2003;2006); Peter & Donnelly (2006); Peppers & Rogers (2006), Remartz & Kumar (2002); Seidman (2008) and other practitioners and leaders in customer relationship is included.The philosophies were organized in nine categories: Marketing concept, market segmentation, target marketing, value delivery, behavioral models, target marketing, pricing, communication, market research, and channel management. More than 30 references accompany this work combining original treaties, scholarly journals and meta-analyses. Grace S. Thomson Relationship Marketing http://works.bepress.com/grace_thomson/21 http://works.bepress.com/grace_thomson/21 Sat, 17 Jan 2009 19:20:33 PST This document was presented to faculty members of Nevada State College in the context of Faculty development week in January 2009. It offers examples of best practices to imbed diversity and heritage in the business administration curriculum. Diversity and heritage are integrated as resources for competitiveness in four dimensions: Employees and partners, technology and innovation, community outreach, and talent and culture. Grace S. Thomson Diversity and Heritage Best Practices in Business Education