Purpose – This paper aims to review previous work in the domain of marketing accountability, an issue which has become of increasing concern to chief executive and financial officers. It principal purpose is to attempt an elementary epistemology, with a view to setting a research agenda for...

Purpose – This paper presents the approach of a one‐to‐one relationship for branding in business‐to‐business markets. With qualitative evidence, the paper seeks to clarify the links between branding, relationship marketing and purchase intention of resellers and to discuss the...

This paper about research into marketing strategies has been conducted across different countries, and the perceptions and attitudes of senior managers concerned with marketing have been sought through a planned qualitative research programme of interviews. The focus on marketing spans the...

Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a multinational organisation can be developed and whether a “global” advertising campaign can be built. Examines the...

Purpose – To explore how information communication technologies (ICT) and the internet offer new opportunities for women to develop as entrepreneurs and innovators. To add to the literature and provide updated research to raise awareness about female‐run ICT small businesses....

This paper reports on research in China to investigate the exporting of industrial cranes and the building of long‐term relationships between foreign suppliers and their Chinese customers. The qualitative research findings showed the importance which the Chinese placed on the building of the...

Purpose – Arguing that increasing use of information and communication technologies (ICT) is shifting market power from suppliers to consumers, the ensuing consumer empowerment is presented as an unintended consequence of marketing. Marketing implications arising from this consumer empowerment...

Purpose – To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic effort to integrate current research on consumer empowerment with highly influential theories of power. A conceptual overview of power consisting of three dominant...