Existing business marketing theory often overstates the importance of competitive positioning when undertaking market …

just another distribution channel, when in fact the Web demands a complete reappraisal of the brand building, marketing and … total business processes. This paper aims to review traditional brand and marketing theory, to consider its relevance in the …

The purpose of this paper is to present an example of action learning in marketing – the unique postgraduate programme … in marketing called the marketing development programme (MDP). This uniqueness arises in three main ways. First, the MDP … 20 years educated young marketers through affording them the opportunity to learn from marketing action within a …

Amid an increasingly turbulent and competitive business environment, strategic marketing plann‐ing is typically … adaptable to changing market conditions. Most of the literature, however, deals with the application of strategic marketing … case study showing how a small UK‐based computer company used the framework to develop its marketing plan.  …

implications Tourists in the 21st century prefer environmentally friendly tourism. Marketing campaigns based on destination …

marketplace. This paper uses an in‐depth case study to examine the role of BREEAM in the design and marketing of a city centre …

Purpose – This paper seeks to examine three evolutionary trends that are pushing the boundaries of loyalty marketing in …/methodology/approach – The paper thoroughly describes three new trends in loyalty marketing, which the authors believe have the potential to … of the three trends in loyalty marketing, marketers will see their boundaries expand and their strategies and tactics …