Considers the development of public relations in UK fast‐moving consumer goods (FMCG) firms. Argues that public relations is making some inroads into the traditional marketing promotional mix by acting either in a complementary way or in place of traditional advertising. Also considers the...

Purpose This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences....

Purpose The purpose of this research is twofold: first, to conceptualise integrated marketing communication (IMC) by adopting a more inclusive and broader organisational perspective, and second, to empirically develop and validate a new measurement scale to assess firm-wide IMC....

Purpose This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ trust, loyalty and commitment by using commitment/trust theory. Design/methodology/approach This...

Purpose The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing so, the authors draw upon...

The links are explored between competitive rivalry and market structure using a convenient sample of FMCG markets of known structure (91 per cent response). Competing rivalry is analysed for each company using an American model which is then further developed into an “Index of Market...

Explores UK audience reception data provided by the Broadcasting Audience Research Board (BARB) and questions it with regard to new technology. Discusses technological innovations with reference to changing from passive to interactive television viewing, and notes developments to remote control...

This paper discusses findings from an exploratory study concerning internal marketing in the UK retail bank industry. In order to enhance efficiency and provide motivation to employees many UK banks have adopted internal marketing. The paper adopts the approach of first defining the generic...