African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 159

Table of Content: April 2011; 3(4)

April 2011

“The art of war Sun Tzu” foreword by James Clavell

Author(s): M. S. Rao

April 2011

Lack of peripheral vision – How Starbucks failed in Israel

  This study was conducted to discuss the unsuccessful experience of Starbucks in Israel and to show that it was primarily a result of lack of peripheral vision in addition to other factors, including a weak management performance. Relevant information published in Israel and abroad were gathered using the concept of peripheral vision, supported by other concepts, to analyze and offer insight into this case...

Author(s): Avner Barnea

April 2011

The word of mouth communication and management services

    Communication by word of mouth (WOM) has been considered as a fundamental approach to managing the relationships that different stakeholders used to interact with the organization. The same is seen as non-burdensome for business and a source of information considered safe for customers. Thus, the main objective of this paper is to show how customer satisfaction affects the communication process....

Author(s):   Braga, Claudomilson Fernandes, Nascimento, Adriane Geralda do and Pereira, Luciano Alves