Themes Vol. 2 No. 1 / 2010

DOING WELL WHILE DOING GOOD
LINKING A SOCIAL CAUSE TO PRODUCT PROMOTIONS:
WHY IT WORKS AND HOW TO MAKE IT MORE EFFECTIVE

ALL CUSTOMERS ARE EQUAL, BUT SOME ARE MORE EQUAL
SHOULD FIRMS PRIORITIZE THEIR CUSTOMERS?

DO YOU WANT TO BE MY “FRIEND”?
MONETARY VALUE OF WORD-OF-MOUTH MARKETING IN ONLINE COMMUNITIES

GETTING MARKETING BACK INTO THE BOARDROOM:
THE INFLUENCE OF THE MARKETING DEPARTMENT IN COMPANIES TODAY

MY CUSTOMERS ARE BETTER THAN YOURS!
ON REPORTING CUSTOMER EQUITY

MIR TALKS TO PIETER NOTA, EXECUTIVE BOARD MEMBER BEIERSDORF AG