Marketing

Is your company doing its best to address customer complaints and learn from mistakes?

Loyalty programs must enhance the overall value of the product or service and motivate buyers to make their next purchase.

Is the Internet just another marketing channel like direct mail or home shopping? Or will it revolutionize global marketing? Will large multinationals lose the advantages of size, while small start-ups leverage the technology and be-come big players internationally? The authors discuss the different opportunities and chal-lenges that the Internet offers to large and small companies worldwide. They examine the impact on global markets and new product development, the advantages of an intranet for large corporations, and the need for foreign government support and cooperation.

Using a historical method, the authors try to determine why pioneeers fail and early leaders succeed.

An effective pricing decision should involve an optimal blending of internal financial constraints and external market conditions.