Product positioning is a crucial component of competitive marketing strategy. Perceptual mapping techniques are frequently used to aid managers in making product positioning decisions. Presents an overview of perceptual mapping, explains the conceptual foundation, and compares three widely used...

The case is presented by a senior marketing major (Tim), who did a business internship in the new products area of a fictitious consumer package goods firm. The case is presented as a journal Tim kept while interning. It is based on the author’s own journal, kept while working as a business...

Sales promotions are probably the least understood and least analyzed of all the promotional tools, yet they are among the most costly and most frequently used. Today’s top managers are relentlessly searching for new areas in which to cut costs and increase profits, so sales promotion are...

The marketer’s principal objective is typically to build a relationship with buyers, rather than merely to make a single sale. Ideally, the essence of that relationship consists of a strong bond between the buyer and the brand. Outlines six strategies for building that relationship: linking...

Contains the results of a quantitative research study which compared the organisational structures of the World’s Top 100 brand companies with those of less successful companies, referred to in this article as Outsider brand companies. Identifies that whilst the type of organisational...

This paper reports on a case history drawn from a larger investigation that profiled “successful” Asian entrepreneurs in order to encourage future entrepreneurship within the broad Asian community in the UK. Asian entrepreneurs were chosen for the larger study due to their propensity to...

Purpose – To propose a model for ethical behaviour based on product, production and marketing methods, and to make use of qualitative data relating to a specific product in order to test its validity. This model is termed the Ethical Cube. Design/methodology/approach – The model was...

Though the authors propose the use of an integrative approach ‐ blending the process model and the contingency approach ‐ to build and advance small firm marketing theory, they do not describe the research methodology issues in detail. Thus, this paper reviews the relevant literature on...

Purpose – The purpose of this paper is to make a contribution to knowledge by examining what happens to marketing in a time of toxic leadership, embodied in a corporate psychopath, in response to a call for marketers to seek a broader understanding of how marketing operates within...