Purpose – The study aims to draw on existing knowledge and investigates how luxury is perceived in a developing nation with economic and cultural diversity. The present study aims to develop a conceptual framework to understand luxury buying behavior in a developing nation context....

The Internet is rapidly changing the way in which information is displayed and accessed on a global level. Taking into consideration the new communication opportunities offered on line, businesses will be forced to alter both their internal and external communication strategies, and be prepared...

Successful marketing strategies depend very much on an organisation's ability to implement them. As the role of technology grows apace in marketing, it is important to understand how IT and organizational processes impact on the implementation of marketing strategies. This paper attempts to show...

Purpose – There is little in the literature on branding that considers how a brand name may affect a brand and its global positioning. Similarly, there is little research on brand dissonance and the paradoxes that occur in a globalised world. This research aims to examine the impact of country...

The utilization of the Internet and Internet marketing for marketing research has received considerable attention. Although there is a growing body of research devoted to this issue little has been done to explore the impact of Internet technology, e‐mail users’ on‐line skills and...

This case study was made possible by the co‐operation of the managing director of Cosyfeet, Mr David Price, to whom we are very grateful. The case was prepared as a basis for class discussion and as an illustration of what may or may not constitute success in a small business context.

Marketing in Travel and Tourism aims to guide and support readers through the complexities of tourism marketing in the 21st Century. It sets out clear explanations of marketing principles and concepts adapted from mainstream services marketing, and goes on to illustrate the range of applications...