This paper about research into marketing strategies has been conducted across different countries, and the perceptions and attitudes of senior managers concerned with marketing have been sought through a planned qualitative research programme of interviews. The focus on marketing spans the...

Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a multinational organisation can be developed and whether a “global” advertising campaign can be built. Examines the...