A regular feature of retailers' promotional objectives is to get shoppers to upgrade their purchase to more expensive brands because premium merchandise invariably includes bigger profit margins. Often retailers temporarily discount premium brands so that shoppers may be motivated to purchase...

Because of increasing global competition and the internationalization of world markets, the assignment of expatriate employees is becoming increasingly essential for the successful worldwide development of many multinational corporations (MNCs). International expatriates are imperative to the...

Motivated by the belief, 'to serve existing consumers costs less than acquiring new consumers', firms' marketing strategies then evolve around retaining consumers and building long-term consumer relationships. In the pursuit of acquiring consumer loyalty, enhancing consumer value has been the...

With worldwide sponsorship spending now exceeding US$33 billion, it is essential that sponsorship investments be carefully managed to ensure their effectiveness. In the Australian FMCG industry,sponsorship leveraged packaging (SLP) is widely used to communicate sponsorship arrangements to...