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Brand Orientation – A Strategy for Survival

Urde, Mats - In: Journal of Consumer Marketing 11 (1994) 3, pp. 18-32

Brand orientation means that the formulation of company strategy is based on brands. By focussing the company …′s commitment and resources on building, developing and nurturing brands, a platform for a sustainable competitive strategy is … management capable of exploiting the potential of brands may obtain long term competitive advantages – a strategy for survival in …

Persistent link: https://www.econbiz.de/10014849106

Price signaling: does it ever work?

Sergius Koku, Paul - In: Journal of Consumer Marketing 12 (1995) 1, pp. 45-49

explicate marketing problems; and we are reminded that for a marketing strategy to be effective and successful, it is essential …

Persistent link: https://www.econbiz.de/10014849115

Organizational learning and online consumer information services

Young, Murray A.; Sauer, Paul L. - In: Journal of Consumer Marketing 13 (1996) 5, pp. 35-46

Points out that more and more businesses are creating home pages, electronic catalog sheets, and Web sites that allow organizations and households to learn about the firm’s goods and services. Derives how these activities are precipitating a new wave of organizational learning from the...

Persistent link: https://www.econbiz.de/10014849153

The super automotive category killer: why now? What future?

Urban, David J.; Hoffer, George E. - In: Journal of Consumer Marketing 14 (1997) 1, pp. 20-30

While “category killers” have been a major retailing force in many product categories for nearly a generation, only recently has the concept extended to the retail used‐car market. Discusses several aspects of these “super automotive category killers (SACKs),” including why they...

Persistent link: https://www.econbiz.de/10014849165

Franchising configurations and transitions

Castrogiovanni, Gary J.; Justis, Robert T. - In: Journal of Consumer Marketing 15 (1998) 2, pp. 170-190

Mintzberg’s (1979) framework, and the logic linking various organization, strategy, and environment features into an harmonious …

Persistent link: https://www.econbiz.de/10014849202

The Invisible Touch – The Four Keys of Modern Marketing

Melchinger, John - In: Journal of Consumer Marketing 18 (2001) 5, pp. 449-457

Persistent link: https://www.econbiz.de/10014849606

The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything (1st ed.)

Churchill, Dan - In: Journal of Consumer Marketing 19 (2002) 6, pp. 526-530

Persistent link: https://www.econbiz.de/10014849635

Customer Capitalism

Churchill, Daniel W. - In: Journal of Consumer Marketing 20 (2003) 4, pp. 381-385

Persistent link: https://www.econbiz.de/10014849645

Communication managers as strategists? Can they make the grade?

Simcic Brønn, Peggy - In: Journal of Communication Management 5 (2001) 4, pp. 313-326

When discussing the role of executives in public relations and their involvement in decision making, much research has focused on the dichotomous roles of technician and manager. From this it is concluded that an executive’s input into an organisation’s strategic decision making depends on...

Persistent link: https://www.econbiz.de/10014850676

Ethics and PR

Thomas, Harvey - In: Journal of Communication Management 6 (2002) 4, pp. 308-310

“Public relations” should be the uncomplicated concept of getting to know the people you deal with, serving them professionally and developing understanding and trust with each other. Our profession has lost a lot of its reputation over the last few years. This is partly because of the...

Persistent link: https://www.econbiz.de/10014850704