Consequently, marketing efforts become more and more important. Glyn Atwal and Alistair Williams (2009) for instance argue that the creators of luxury products have to use marketing efforts to identify new customers' needs even before the customers become aware of these needs. In other words, they have to "stay in front of luxury consumers" (Atwal and Williams, 2009, p.338). And in order to do so, the luxury products manufacturers strive

Brand Equity and Customer Purchasing Behavior Taking into account the numerous modifications witnessed in the marketing milieu- viz. The accessibility to plethora of knowledge through various electronic devices, the emergence of modern methods of buying, the ability of the companies to use technology to target consumer more specifically, getting a feel of customer tendencies is still more difficult. Purchasing activities is the sequence of choice and actions of individuals occupied

66). Furthermore, social software will only increase in importance in helping organizations maintain and manage their domains of knowledge and information. When networks are enabled and flourish, their value to all users and to the organization increases as well. That increase in value is typically nonlinear, where some additions yield more than proportionate values to the organization (McCluskey and Korobow, 2009). Some of the key characteristics of social software applications

Holistic Relationship Marketing Relationship Marketing Relationship marketing is one of the fastest growing research topics in business and marketing today. The premise of relationship marketing is very broad and includes or should include external and internal relationship building as a reciprocal factor for firm success. Successful relationship marketing, according to the literature, results in high productivity, high employee and customer satisfaction, low employee and customer attrition and ultimately high profitability and success.

The corporation or seller could benefit by developing marketing strategies prior to consumer reviews being available online. Seller Response to Novice and Expert Consumers Before allowing consumers to post product reviews on a corporations or sellers website, the seller should consider the size of the segments of expert consumers and novice consumers. For example, the seller may benefit from selling certain products if a significant number of expert consumers exist, especially

Return guests comprise approximately 15% of bed and breakfast guests with another 15% of guests being individuals who have been referred by former guests of the bed and breakfast. Therefore, it can be understood that "quality of stay and customer satisfaction" are both important factors in the decision making process of the guest when choosing to stay at the bed and breakfast as compared to staying at another establishment.