This paper investigates international advertising approaches of USA‐based corporations that offer consumer services in overseas markets. Based on the empirical findings, the data reveal that the majority of the respondent executives tend to follow a localized rather than a standardized...

This paper provides an introduction to three key concepts derived from chaos theory, with practical examples of each, which the authors believe can offer marketers an enriched understanding of the process by which they set out to construct an alternative future. A central tenet of chaos theory...

Purpose – Investigating one aspect of the potential of firms to market their offerings internationally, this research seeks to explore the impact of that familiar topic – culture – on online international marketing. More precisely, whether the technologies of the web (manifest in the...

Purpose – The purpose of this paper is to apply the theory of relationship marketing to the previously unexplored context of organizations – from multiple sectors of society – that interact through no other apparent reason than geographic proximity. The paper assimilates literature from...

An interesting phenomenon in recent years has been the virtually unrecognised growth in Public Relations (PR) activity in the western world. Viewed here in a UK context, this article seeks to address a umber of issues. What are the underlying causatory factors occasioning a growth in PR? What...

Describes changes and developments taking place in public relations in the UK. Such description is predicated on change in the external environment facing business organizations, increased expenditure on staffing and public relations activities, and teaching developments in this innovative...

Seeks to illustrate areas of overreach and commonality between public relations and marketing, more specifically the confusion and ambiguity characterizing the role of both communication functions in modern business organizations. Describes the evolution of marketing and public relations to...

Identifies and analyses various mechanisms designed to inform, persuade, remind, and influence consumers in relation to their attitudinal and consumption needs. Technological developments, media and message proliferation and clutter, and increasingly accessible media vehicles on the one hand,...

Suggests that significant changes are taking place within the promotional mix in UK FMCG firms. In particular points to the emergence of public relations as a dynamic tool within the promotional mix, indicating why this tool may have emerged in relation to the more well known promotion tools....