This article offers the “brand web” model as a conceptual framework for the creation and ongoing analysis of corporate brands and brand relationships. The framework is particularly relevant for new economy ventures that result from alliances. In deploying the brand web model, marketers are...

The complexity of modern policing requires an accountable police service to operate in a diverse society, where support/trust must be earned by action and deed. The article examines the potential of market orientated strategies in facilitating policing initiatives, such as community policing and...

The soft systems approach developed by Professor Peter Checkland and colleagues during more than 25 years is introduced here as a means of enquiry into organizational problems. Recursive and engineering participation, the methodology’s philosophy of trial‐and‐error learning, proposes...

Cover -- Half Title -- Title -- Copyright -- Contents -- List of figures -- Introduction -- 1 Why Sustainable Marketing? -- Marketing - a definition -- 1.1 Sustainable marketing and its influences -- Sustainability - a historical perspective -- Stakeholder theory -- Strong stakeholder theory...