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Renaissance: a case study in brand revitalization and strategic realignment

Ewing, Michael T.; Fowlds, David A.; Shepherd, Ian R.B. - In: Journal of Product & Brand Management 4 (1995) 3, pp. 19-26

The introduction of the original Mazda 323 five‐door into the South African market in 1977 launched the brand from virtual obscurity to instant success. The 323 became the top selling derivative in the country and the brand became a household name. However, during the 1980s the brand′s...

Persistent link: https://www.econbiz.de/10014896435

DuPont Lycra shifts emphasis to global brand management

Crippen, Kaye; Tng, Pauline; Mulready, Patricia - In: Journal of Product & Brand Management 4 (1995) 3, pp. 27-37

Reviews how the DuPont Lycra division is focussing more on global brand management starting with the development of a new worldwide advertising campaign for Lycra in women′s apparel. Describes how an international team selected the winning advertising theme and agency via teleconferencing....

Persistent link: https://www.econbiz.de/10014896436

Marketing Communications

Kitchen, Philip J. - In: Qualitative Market Research: An International Journal 5 (2002) 2

Persistent link: https://www.econbiz.de/10014987385

Putting the Marketing into R&D

McNulty, Terry; Whittington, Richard - In: Marketing Intelligence & Planning 10 (1992) 9, pp. 10-16

of marketing specialists and the creation of marketing departments. At least as important are: the development of the … financial management systems; and a decentralized approach to marketing, within which professional technologists act as “part … marketing specialists and professional technologists. …

Persistent link: https://www.econbiz.de/10014946403

Marketing Intelligence & Planning

Thomas, Michael J. - In: Marketing Intelligence & Planning 10 (1992) 7, pp. 3-4

Reviews two volumes which represent the invaluable contribution which marketing intelligence can make to marketing … five categories. Also reviews an article which explores the issues involved in arts marketing. …

Persistent link: https://www.econbiz.de/10014946873

Local economic trading schemes and their implications for marketing assumptions, concepts and practices

Crowther, David; Greene, Anne‐Marie; Hosking, Dian Marie - In: Management Decision 40 (2002) 4, pp. 354-362

(LETS) – and what we here call the “mainstream” marketing paradigm. It begins by discussing some of the key principles that …’ argument is that “mainstream” marketing concepts and practices fail to embrace all the complexities of LETS as social …

Persistent link: https://www.econbiz.de/10014932281

Responsible Consumption and Sustainability : Case Studies from Corporate Social Responsibility, Social Marketing, and Behavioral Economics

Bianchi, Enrique Carlos (ed.); … - 2023

0. INTRODUCTION CHAPTER -- PART I: SUSTAINABLE TOURISM & FASHION -- CASE 1. Corporate Social Marketing, Drunken Tourism … Administration, NGOs, and businesses), mainly from Corporate Social Responsibility, Social Marketing, and Behavioral Economics … perspectives. International cases help students learn how management and corporate strategy, and the appropriate marketing …