Similar Search Results

Strickland, Paul; Smith‐Maguire, Jennifer; Frost, Warwick - In: International Journal of Wine Business Research 25 (2013) 2, pp. 125-137

wineries family has in wine making to assist in generating wine sales. This marketing initiative is now being applied to “New …” wineries to assist in wine sales. If a family link can be established, there is no reason why “New World” wineries cannot …” for the winery to assist in wine sales generation. By examining “New World” wineries regarding family heritage usage, this …

Persistent link: https://www.econbiz.de/10014814508

Brand globally, market locally

Barron, Jennifer; Hollingshead, Jim - In: Journal of Business Strategy 25 (2004) 1, pp. 9-14

Companies that want to create truly global brands must first take three steps: develop a different process for coordinating brand development, revise consumer research methodology, and clearly define the relationship between the center and the regions. Using a different approach to understanding...

Persistent link: https://www.econbiz.de/10014844952

Cultural heritage and consumer behaviour: a survey on Italian cultural visitors

Di Pietro, Laura; Guglielmetti Mugion, Roberta; Mattia, … - In: Journal of Cultural Heritage Management and Sustainable … 5 (2015) 1, pp. 61-81

Purpose – The urgency to cope with the international economic crisis has led to efforts to identify innovative tools and frameworks that are capable of regenerating local and national economic development. The enhancement of the cultural heritage sector can be a strategic factor in improving...

Persistent link: https://www.econbiz.de/10014847822

Loyalty strategy development using applied member‐cohort segmentation

Cooley, Steven - In: Journal of Consumer Marketing 19 (2002) 7, pp. 550-563

Marketers in service industries face challenges similar to those in packaged and durable goods. However, the approach to these challenges is often quite different. This case study examines how a health insurance company used common market segmentation techniques to better understand member needs...

Persistent link: https://www.econbiz.de/10014848304

Complying with privacy regulations in health plan operations

Krall, Stefani M.; Cooley, Steven M. - In: Journal of Consumer Marketing 20 (2003) 7, pp. 703-711

There is significant documentation of fraud and abuses of consumer privacy through telemarketing activities. This led to a proliferation of legislative efforts to protect consumer privacy rights in the USA. Two such federal laws, the Health Plan Portability and Accountability Act of 1996 and the...

Persistent link: https://www.econbiz.de/10014848366

The art of storytelling: how loyalty marketers can build emotional connections to their brands

Papadatos, Caroline - In: Journal of Consumer Marketing 23 (2006) 7, pp. 382-384

Purpose – The purpose of this paper is to highlight the importance of building emotional connections between brands and consumers. Using Canada's Air Miles Reward Program as an example, the paper aims to stress the importance of using customer insight to drive branding decisions and ensure a...

Persistent link: https://www.econbiz.de/10014848556

Look after me and I will look after you!

Rundle‐Thiele, Sharyn - In: Journal of Consumer Marketing 23 (2006) 7, pp. 414-420

Purpose – Loyalty has been widely researched and while we know the ways that consumers demonstrate their loyalty and the factors that influence loyalty, research reporting consumer and marketer views of loyalty is scant. To date there has been no attempt to compare and contrast marketer's...

Persistent link: https://www.econbiz.de/10014848561

Transformers

Goldman, Sharon M. - In: Journal of Consumer Marketing 27 (2010) 5, pp. 469-473

Purpose – The aim of this paper is to examine the current and future outlook of smartphones and how they will transform the loyalty marketing landscape. Design/methodology/approach – The approoach takes the form of tapping big‐name companies, like Nielsen, Ogilvy and Wells Fargo, to...

Persistent link: https://www.econbiz.de/10014848827

Brand parody: a communication strategy to attack a competitor

Jean, Sylvie - In: Journal of Consumer Marketing 28 (2011) 1, pp. 19-26

Purpose – The use of aggressive media campaigns to parody a competitor is a relatively recent development. The aim of this study is to gauge the consequences of parody on attitudes towards the brand that is the victim of the parody. Design/methodology/approach – The data collection was...

Persistent link: https://www.econbiz.de/10014848856

Private Brands

Nandan, Shiva; Dickinson, Roger - In: Journal of Consumer Marketing 11 (1994) 4, pp. 18-28

Describes the problems that major brand suppliers face in the context of the growing attractiveness of private brands to the retailer and the consumer. Discusses the factors contributing to this growth. Describes the roles that private brands perform for the retailer. Offers model for the...

Persistent link: https://www.econbiz.de/10014849110

1
2
3
4
5
6
7
8
Next
Last