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Living and breathing the brand: The role of internal communication
Harkness, James - In: Journal of Communication Management 4 (1999) 1, pp. 87-94
Branding is becoming increasingly recognised as crucial to business success. A brand is a promise of the goods and … live and breathe the brand values. This paper focuses on how effective internal communication can ensure that people feel … part of the brand and deliver on its promises. It discusses best practice methodology and draws on practical examples from …
Persistent link: https://www.econbiz.de/10014851083
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Negotiating culture in a global environment
Rankin Frost, Alison - In: Journal of Communication Management 4 (2000) 4, pp. 369-377
Culture is still an issue for organisations both internally and externally, and becoming increasingly complex as markets, customers and employees go ‘global’. Culture is a multidimensional concept: organisations need to negotiate their own corporate culture; the national cultures of the...
Persistent link: https://www.econbiz.de/10014851106
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Reputation and corporate responsibility
Lewis, Stewart - In: Journal of Communication Management 7 (2003) 4, pp. 356-366
’ brand and reputation management. As well as being a threat to companies’ reputation and prosperity, CSR also represents an …
Persistent link: https://www.econbiz.de/10014850740
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Stakeholderism in practice: A market‐led view
Askew, Paul - In: Journal of Communication Management 2 (1998) 3, pp. 244-250
This paper explores how far the philosophy of stakeholderism has entered real corporate behaviour and looks at some of the practicalities that corporates have to contend with in practice, once the concepts are accepted. Reference is made to an international peer company study, conducted in the...
Persistent link: https://www.econbiz.de/10014851039
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Consumers' definitions of apparel value: An investigation of department store shoppers
Cassill, Nancy L.; Thomas, Jane B.; Bailey, Erica M. - In: Journal of Fashion Marketing and Management: An … 1 (1997) 4, pp. 308-321
Value is a word that is frequently used by consumers, retailers and manufacturers. Understanding how consumers define value is imperative to the success of the industry. Value has often been defined as price or quality; other factors such as time, energy, product category and type of retail...
Persistent link: https://www.econbiz.de/10014868187
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Professional Consumers; Themes in High Street Wine Marketing
Fattorini, Joseph - In: International Journal of Wine Marketing 6 (1994) 2, pp. 5-13
Whilst the phenomenon of the “wine snob” has been recognized for some years, particularly in the public imagination, the active use of wine “snobbery” to promote sales by retailers, particularly high street chains, has been avoided. This article discusses an apparent change in this...
Persistent link: https://www.econbiz.de/10014815453
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Branding Pubs — Can It Work?
Lincoln, Guy; Elwood Williams, Clare - In: International Journal of Wine Marketing 7 (1995) 2, pp. 5-20
“traditional” pub into a successful brand. This research assesses the value of branding to the public house industry by looking at … communicating brand values to customers. The paper concludes that it is possible to develop successful pub brands but there are a …
Persistent link: https://www.econbiz.de/10014815466
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Les délimitations d'un territoire touristique
Bauer, Michel - In: The Tourist Review 52 (1997) 2, pp. 3-13
The author presents a synthesis of research on the concept of territory in the field of tourism, taking into consideration the point of view of visitors, local population, politics an dpublic administration, as well as organizers and sales persons. His research is based on the results of studies...
Persistent link: https://www.econbiz.de/10015035563
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Embracing new media in Fiji: the way forward for social network marketing and communication strategies
Khan, Anas; Khan, Riad - In: Strategic Direction 28 (2012) 4, pp. 3-5
Purpose – This paper aims to outlines the power of social networking that companies in Fiji could use as the twenty‐first century media tool to facilitate marketing activities and reach out to customers more than ever before. Design/methodology/approach – The approach of the paper is...
Persistent link: https://www.econbiz.de/10015010702
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Promoting “EXCITE”ing brand values at General Motors UK
Sharp, Jos - In: Strategic HR Review 5 (2006) 6, pp. 8-9
Jos Sharp, internal communications manager, explains how global car manufacturer, General Motors, has developed an award‐winning employee motivation program.
Persistent link: https://www.econbiz.de/10015014961