Purpose – This paper aims to review the latest management developments across the globe and pinpoint 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...

Purpose – This inquiry aims to contribute to the literature on the historical developments that have influenced the origin, uses, and meanings of branding. Design/methodology/approach – In this qualitative work an historical methodology was followed and, according to Howell and Prevenier's...

Purpose – This paper aims to give advice on successful experiential marketing, offering ideas for campaigns and pointing out pitfalls to avoid. Design/methodology/approach – The paper reviews case studies of campaigns at music festivals and more widely, and ends with a comment on current...

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...

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...

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...

Purpose – The purpose of this paper is to examine the factors contributing to the historic loss of market share experienced by Rothmans Benson & Hedges (RBH), Canada's second largest tobacco firm. Design/methodology/approach – The paper presents a case study of the marketing of RBH flagship...

The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost‐saving tactics to increase competitiveness. One of the most important effects was to make brand extensions more compelling and...

The Chinese government launched the “going abroad” policy in 2001 to encourage Chinese companies to invest and create Chinese brands in international markets. However, the perceptions of Chinese brands among Western consumers have been shown to be consistently low, especially among European...

Gendering a product or brand means associating its image with a sex role stereotype in the minds of consumers. Examines, using research, the requirements and prohibitions of contemporary masculine and feminine sex roles and the kinds of consumers who do and do not adhere to them. Provides ten...