The aim of this study was to explore the utility of strategic implementation theory as a guide for dealing with issues marketers face when implementing multichannel marketing. Although marketers attempt to harness the potential of emerging marketing channels, implementation is proving difficult....

In arguably the most dynamic period in the history of marketing, and in particular the management of marketing communication, the challenges and opportunities presented by online marketing are both immense and unprecedented. In an effort to understand how these challenges are perceived at the...

While it has long been recognised that standardisation-adaptation is a dynamic negotiation, less is known about the attendant processes within organisations. Accordingly, this study ‘pulls back the curtain’ on an innovative new global brand management strategy at Kimberly Clark (KC). An...