Purpose – The demand for sport tourism throughout the world has risen in recent years for several reasons, most significantly an increased emphasis on health and fitness and the increased use of sporting events by cities in order to attract tourists. The purpose of this case study is twofold....

Purpose – The objective of this case study is to present the Israel Cancer Association's (ICA) focused approach to promoting the concept of fighting breast cancer, using an integrated marketing communication (IMC) strategy. Design/methodology/approach – This paper is based on a field‐based...

Purpose – In recent years, the field of corporate identity management has grown substantially in importance in the hospitality industry. Managers of hotels have become increasingly interested in learning methods that have been successful in communicating a new corporate identity. The purpose...

Purpose – The purpose of this paper is twofold. First, the study traces 30 international marketing strategies of Nigerian agri‐business firms in order to learn whether these firms work today according to the marketing concept in their attempts to export their products. The second purpose is...

Purpose – Details the key role of employees in improving customer loyalty at Discount Bank, Israel. Design/methodology/approach – Explains why strategic change was needed at the bank and how its management settled on the concept of direct banking relationships as the foundation for the...

Purpose – The aim of this paper is to discuss the import of private branding strategy for retailers, manufacturers and customers. It seeks to focus on private branding strategies in the emerging MEDA markets, and, using Israel as a case study, aims to identify why the huge potential of private...

Purpose – The importance of corporate image management in the airline industry has increased substantially in recent years. More and more managers of airline companies have found themselves changing their company's corporate image in order to ensure a more modern and updated identity. The...

Purpose – To present the role of innovative training in the design and assimilation process of a new corporate identity. Design/methodology/approach – The article is based on a description of the design process of a new corporate identity and its assimilation by a hotel chain management...

Purpose – The traditional approach to building a corporate identity relies on a managerial advertising view and is conducted mainly by external consultancy companies. The aim of this study is to introduce a different approach to building a corporate identity that is based on an effective...

Purpose – During the past several years, many hotel management firms have changed their corporate identities. Such corporate identities are based primarily on one of the following three approaches: monolithic, endorsed and branded. The purpose of this paper is to describe the process of...