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Branding so much more than a name
In: Strategic Direction 27 (2011) 3, pp. 6-8
Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...
Persistent link: https://www.econbiz.de/10015010583
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The On‐demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World
Parsons, Amy L. - In: Journal of Product & Brand Management 20 (2011) 5, pp. 429-429
Persistent link: https://www.econbiz.de/10014896250
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Virtual Social Identity and Consumer Behavior
Vander Schee, Brian A. - In: Journal of Consumer Marketing 27 (2010) 6, pp. 563-564
Persistent link: https://www.econbiz.de/10014848840
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Marketing to the Mind ‐ Right Brain Strategies for Advertising and Marketing
Smart, Denise T. - In: Journal of Consumer Marketing 15 (1998) 3, pp. 297-299
Persistent link: https://www.econbiz.de/10014849525
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Seven Second Marketing
Martel, Marisa - In: Journal of Consumer Marketing 15 (1998) 3, pp. 303-305
Persistent link: https://www.econbiz.de/10014849529
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Attention!(How to Interrupt, Yell, Whisper, and Touch Consumers)
Chamberlin, Daniel P. - In: Journal of Consumer Marketing 18 (2001) 4, pp. 368-376
Persistent link: https://www.econbiz.de/10014849603
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Global Marketing and Advertising
Allan, David - In: International Marketing Review 23 (2006) 6, pp. 677-680
Persistent link: https://www.econbiz.de/10014827373
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Advertising to Children – Concepts and Controversies
Lawlor, Margaret‐Anne - In: European Journal of Marketing 34 (2000) 11/12, pp. 1414-1417
Persistent link: https://www.econbiz.de/10014723418
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Integrating advertising theories with conceptual models of services advertising
Mortimer, Kathleen - In: Journal of Services Marketing 16 (2002) 5, pp. 460-468
This paper examines two fields of research, services advertising theory and advertising theory. These two areas would … the reasons for this disparity and proposes that the integration of general advertising models into the services … advertising literature may provide a useful underpinning for future research. To illustrate this point, the FCB grid is examined …
Persistent link: https://www.econbiz.de/10014904949
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Effects of price reduction sale ads on consumer responses
Hoon Ang, Swee; Meng Leong, Siew; Lin Tey, Wei - In: Pricing Strategy and Practice 5 (1997) 3, pp. 116-125
An experiment was conducted in which level of claim (plausible versus implausible), claim type (tensile versus objective), and brand familiarity were manipulated to determine consumer responses to sale ads. Conducted in an Asian setting using percentage instead of dollar value price reductions,...
Persistent link: https://www.econbiz.de/10014985408