Browsing by Author "Payne, Adrian"
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Item Open Access Approaching acquisitions strategically(1988) Payne, AdrianItem Open Access Co-creating brands: Diagnosing and designing the relationship experience.(Elsevier Science B.V., Amsterdam., 2009-03-01T00:00:00Z) Payne, Adrian; Storbacka, Kaj; Frow, Pennie; Knox, SimonThe traditional goods-dominant logic of marketing is under challenge and leading researchers are now emphasizing the new service-dominant logic [Vargo, S.L., Lusch, R.F., Evolving to a new dominant logic for marketing. J Mark 2004; 68 (1): 1–17.]. One of the key foundational propositions of this logic is the customer as “always being a co-creator of value” where “the brand becomes the experience” [Prahalad, C.K., The co-creation of value. J Mark 2004; 68 (1): 23.]. In this paper, the authors examine the concept of brand relationship experience in the context of co-creation and service-dominant logic and outline a conceptual model for designing and managing the customer experience. Case study research illustrates how this model helps in the design and management of the brand relationship experience for an innovative neItem Open Access Item Open Access Item Open Access Relationship marketing : bringing quality customer service and marketing together(1991) Christopher, Martin; Payne, Adrian; Ballantyne, DavidItem Open Access Relationship marketing: The six markets framework(Cranfield School of Mangement, 1993-11) Payne, AdrianThe emergence of relationship marketing in the 1980s has been not so much a discovery, but a rediscovery of an approach which has long formed the cornerstone of many successful businesses. This approach emphasises the development and enhancement of relationships over the customer life cycle rather than new customer acquisition. Despite the increasing recognition of the importance of retention of existing customers, relatively little effort has been directed at developing frameworks and analytical tools to help achieve this. However, recently research activity has focused on the critical activities and issues that need to be managed in order for organisations to achieve increased performance and success in the marketplace through relationship marketing.Item Open Access A study of cognitive styles of australian managers(1990) Payne, Adrian