This thesis identifies and evaluates the marketing-planningpractices of British industrialgoods companies operatinginternationally, and examines the validity of the widespreadbelief that formalisedmarketing planningfacilitates success.Part I defines the theoretical framework formarketing...

Examines the issues associated with the creation and development of service brands in corporate branding. Initially considers the increasing importance of the services sector, the appropriateness of corporate versus individual branding and how service organisations have challenged the...

As the business environment takes on a global perspective for many business-to-business organisations, so the area of Global Account Management (GAM) hasbecome an increasingly important issue for both researchers and practitioners. Thisstudy is focused on providing an in-depth understanding of...

This thesis contributes to the understanding of the effectiveness of marketing strategy making processes. It examines how such effectiveness is contingent upon the internal and external environments in which the process operates and, therefore, how the requisite process is contingent upon its...