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Does Marketing Research Really "Have a Seat At the Marketing Strategy Table"? an Exploratory Research

Er, Iclem; Odabaşı, Yavuz (Euromed Management, 2009)

Purpose - One of the major functions of marketing research is to provide relevant and necessary information to marketing decision making process. In other words, marketing research should bring the "voice of the customer" ...
Effects of Trust, Satisfaction, Alternative Attractiveness and Resistance to Change on Attitudinal and Behavioural Loyalty

Doğan, Semra; Erdoğan, B. Zafer (Euromed Press, 2014)

This study aims to explore effects of trust, satisfaction, alternative attractiveness and resistance to change on brand loyalty (attitudinal and behavioural) in the Turkish GSM sector. In this study commitment is referred ...