One of the major functions of marketing strategy is the proper positioning of the company in the sectorial value‐added chain, in order to create the best possible competitive advantage. This process is extremely important, especially for small and medium‐sized enterprises (SMEs), since any...

Product recall messages represent an essential communication tool in crisis situations. Their function is twofold: to provide information of a practical nature regarding the defective product, and the operational process of recalling it, and to defend the reputation of the affected firm. This...

Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face‐to‐face interviews with 29 marketing or communication managers of UK online...