nep-mkt New Economics Papers
on Marketing
Issue of 2013‒11‒09
three papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior and Universidade de Lisboa

  1. Using Critical Path Analysis (CPA) in Place Marketing process By Metaxas, Theodore; Deffner, Alex
  2. Price Setting with Customer Retention By Luigi Paciello; Andrea Pozzi; Nicholas Trachter
  3. Why Should Business Education Care About Care? Toward an Educare Perspective By Kévin André

  1. By: Metaxas, Theodore; Deffner, Alex
    Abstract: The article awards the use of CPA as a methodological tool in Place Marketing implementation. Taking into account that Place Marketing is a strategic process based on ‘project’ meaning with particular actions in specific time horizon, the article proposed that CPΑ has the capacity to satisfy this hypothesis. For this reason, the article creates a hypothetical scenario of CPA in four phases, planning, programming, implementation and feedback, taking as a case study the city of Rostock in Germany. The analysis shows that CPA is an important tool for Place Marketing since Place Marketing implementation receives the character of ‘project’ in particular time horizon.
    Keywords: Place Marketing, CPA, project, hypothetical scenario, Rostock
    JEL: O18 O2 O22 R50 R58
    Date: 2013
  2. By: Luigi Paciello (EIEF and CEPR); Andrea Pozzi (EIEF and CEPR); Nicholas Trachter (Federal Reserve Bank of Richmond)
    Abstract: We study a model where customers face frictions when changing their supplier, generating sluggishness in the firm's customer base. Firms care about retaining customers and this affects their pricing strategy. We characterize optimal pricing in this model and estimate it using data on the evolution of the customer base of a large US retailer. The introduction of customer retention concerns reduces markups, more markedly for less productive firms. We show that our model delivers pro-cyclical markups, as well as heterogeneous pass-through of cost shocks. These results help explaining recent empirical evidence.
    Date: 2013
  3. By: Kévin André (ESSEC Business School - ESSEC Business School)
    Abstract: This article considers the potential contribution of care ethics in business education through the lens of a new perspective, called "educare." This paper will first give a definition of educare as a pedagogical strategy which aims to make all students free to care. We will then look at why the educare strategy is relevant for business ethics education, given the intense challenges it is presently facing. Lastly, we will see how educare could be implemented effectively through service-learning.
    Keywords: Business Education ; Business Ethics ; Educare ; Empathy ; Ethic of Care ; Service-Learning
    Date: 2013–11

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