Similar Search Results

Evaluating implications for new media and information technologies

Henry, Paul - In: Journal of Consumer Marketing 18 (2001) 2, pp. 121-133

Many of the predictions regarding future implications of new media and information technologies appear to be made with very limited supporting rationale. Too often the excitement of a novel technology is associated with the belief that “new rules” apply. Alternatively, this paper proposes...

Persistent link: https://www.econbiz.de/10014848257

In‐store trade promotions ‐ profit or loss?

Lucas, Anthony - In: Journal of Consumer Marketing 13 (1996) 2, pp. 48-50

Argues that only by sharply improving the effectiveness of trade promotion can manufacturers hope to influence base sales volumes. Discusses managers’ concentration on promotion at the expense of product innovation and brand franchise development. Provides a list of initiatives to improve...

Persistent link: https://www.econbiz.de/10014849142

An ethics of representation for international marketing communication

Schroeder, Jonathan E.; Borgerson, Janet L. - In: International Marketing Review 22 (2005) 5, pp. 578-600

identity. It is no longer satisfactory to associate advertising solely with persuasion, rather advertising must be seen as a … advertising=persuasion model to encompass representation and culture in marketing communication studies. Contributes to …

Persistent link: https://www.econbiz.de/10014827332

Health expenditure efficiency: implications for pharmaceutical marketing

Hilsenrath, Peter - In: International Journal of Pharmaceutical and Healthcare … 5 (2011) 2, pp. 118-134

Purpose – The purpose of this paper is to consider the efficiency of US healthcare in an international context. The paper emphasizes the concept of efficiency and explores implications for pharmaceutical marketing. Design/methodology/approach – Literature review, economic theory, secondary...

Persistent link: https://www.econbiz.de/10014795849

A conceptual framework of hotel experience and customer‐based brand equity

Bill Xu, Jing; Chan, Andrew - In: International Journal of Contemporary Hospitality Management 22 (2010) 2, pp. 174-193

helps develop a brand equity framework for the hotel industry. Findings – Hotels often use advertising, referral marketing … has important implications for brand managers. Advertising and word of mouth (WoM) can be used to generate brand awareness …

Persistent link: https://www.econbiz.de/10014762990

The development of pub marketing in the UK

Pratten, J.D. - In: International Journal of Wine Marketing 18 (2006) 1, pp. 6-16

considers the acquisition of British public houses by brewers and the introduction of national brands supported by advertising … sources to allow an assessment of the changing pub and the advertising techniques employed. Findings – Brewers advertise their … products. When they also owned pubs, the promise of these products acted as advertising for the pubs. Now that brewers own only …

Persistent link: https://www.econbiz.de/10014815383

Conceptualising the influence of the cultural orientation of Latin Americans on consumers’ choice of US brands

Gaur, Sanjaya S.; Bathula, Hanoku; Diaz, Carolina Valcarcel - In: European Business Review 27 (2015) 5, pp. 477-494

Purpose – The purpose of this study is to identify the main cultural factors that influence Latin American consumers’ intentions to purchase US brands. Although culture and cultural orientation have been well researched in international business and marketing literature, there is a lack of...

Persistent link: https://www.econbiz.de/10014714243

Issues evaluation: the case of Microsoft

Kim, Jihye; Kim, Yungwook - In: Corporate Communications: An International Journal 6 (2001) 2, pp. 76-81

The purpose of this study was to achieve objective information about how media delivered messages to cover an issue. Through the discussion of issues and issue management, the relationship between media exposure and issue handling by media was investigated and then the issue life cycle was...

Persistent link: https://www.econbiz.de/10014691512

How corporate visual identity supports reputation

van den Bosch, Annette L.M.; de Jong, Menno D.T.; … - In: Corporate Communications: An International Journal 10 (2005) 2, pp. 108-116

Purpose – Corporate visual identity (CVI) comprises all the symbols and graphical elements that express the essence of an organisation. Although it is by far the most visible and tangible asset in the armoury of tools used by the majority of organisations in their interaction with the outside...

Persistent link: https://www.econbiz.de/10014691605

Tobacco advertising and children′s smoking: a review of the evidence

Hastings, Gerard B.; Aitken, Philip P. - In: European Journal of Marketing 29 (1995) 11, pp. 6-17

There has been a long debate about whether there is a link between tobacco advertising and children′s smoking. Reviews …: studies of consumer response; studies using econometric methods; and studies of the impact of advertising bans. Preaches the … advertising does influence children′s smoking. …

Persistent link: https://www.econbiz.de/10014723139