Traditional methods of marketing evaluation may underestimate the true benefits from brand marketing, unless … evaluate the contribution of marketing to the success of a brand extension, and informally, to influence the thinking of brand …

Marketing scholars have long debated whether marketing programs and processes can be standardized across countries …. However, empirical examination of cross‐national applicability of marketing models, which are originally generated for a …

results reveal which marketing efforts and brand equity dimensions have invariant effects on brand equity across the US and …

In the new product development (NPD) literature, little attention has been paid to the use of external marketing … use of specialist NPD marketing consultancies in order to try and establish why successful companies regularly used such … consultancies even though they already had their own marketing departments. It was found that the most common reason given for the …