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Packaged Goods Marketing — “Pull” Companies Look to Improved “Push”

Kopp, Robert J.; Greyser, Stephen A. - In: Journal of Consumer Marketing 4 (1987) 2, pp. 13-22

Consumer packaged goods is an industry long known for its reliance on “pull” marketing strategies, that is, clever brand positioning supported by heavy advertising and couponing. As many product categories have become mature in the 1980's, managers find themselves increasingly concerned with...

Persistent link: https://www.econbiz.de/10014849376

The strategic use of legal margins : how to introduce an extension of someone else’s brand

Petty, Ross D. - In: Legal strategies : how corporations use law to improve …, (pp. 317-333). 2010

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Naming names : part three ; safeguarding brand equity in the United States by developing a family of trademarks

Petty, Ross D. - In: The journal of brand management : an international journal 17 (2009/10) 8, pp. 561-567

Persistent link: https://www.econbiz.de/10008659267

From label to trademark : the legal origins of the concept of brand identity in nineteenth century America

Petty, Ross D. - In: Journal of historical research in marketing 4 (2012) 1, pp. 129-153

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Using the law to protect the brand on social media sites : a three "M"s framework for marketing managers

Petty, Ross D. - In: Management research review 35 (2012) 9, pp. 758-769

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From puffery to penalties : a historical analysis of US masked marketing public policy concerns

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Persistent link: https://www.econbiz.de/10009758525

Reflections on my experience with the Federal Trade Commission transition in the early 1980s

Petty, Ross D. - In: Journal of public policy & marketing : JPP & M ; an … 33 (2014) 2, pp. 212-216

Persistent link: https://www.econbiz.de/10010439107

Coca-Cola brand protection before World War II : it's the real thing!

Petty, Ross D. - In: Journal of historical research in marketing 4 (2012) 2, pp. 224-244

Persistent link: https://www.econbiz.de/10009561250

The codevelopment of trademark law and the concept of brand marketing in the United States before 1946

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Naming names: trademark strategy and beyond : dealing with rival brand names. Teil 2

Petty, Ross D. - In: The journal of brand management : an international journal 15 (2007/08) 4, pp. 232-238

Persistent link: https://www.econbiz.de/10003653610