"This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank"--

This study examines the association between market orientation and company profitability. It incorporates two methodological approaches that have generally not been used in previous research. First, it uses lagged company and environmental control variables in the data analysis, to better...

This paper examines three important issues in brand management – the route to brand growth, the idea that brands should be uniquely differentiated, and the building and maintenance of brand equity. The chapter presents evidence from numerous studies to show that:(1) the route to brand growth...