Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – This paper aims to give advice on successful experiential marketing, offering ideas for campaigns and pointing out pitfalls to avoid. Design/methodology/approach – The paper reviews case studies of campaigns at music festivals and more widely, and ends with a comment on current...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – The purpose of this paper is to examine the factors contributing to the historic loss of market share experienced by Rothmans Benson & Hedges (RBH), Canada's second largest tobacco firm. Design/methodology/approach – The paper presents a case study of the marketing of RBH flagship...

Recent advertisements for a hair care product feature a simpering model saying: “Because I’m worth it”. They reveal a simple truth about the way advertising works and the choices many people make when buying consumer goods. Consumers tend to prefer brands which are compatible with the way...

So, you have decided upon a new direction for your organization. You have a new strategy, a new mindset and a new bunch of executives ready and raring to go. What do you need to ensure success? Simple – a new name! It appears that, for many organizations today, the quickest and easiest way to...