Examines branding strategies in the light of the debate about whether brands should be included on balance sheets. Discusses the factors involved in the creation of successful brands and how brands work. Concludes that there are four levers for developing successful brands: quality, service,...

Considers the relevance and contribution of marketing to business performance in the new economic environment which makes the marketing positioning strategies of the 1980s look irrelevant. Considers the orientation of marketing departments towards line extensions rather than genuine new product...

Hypothesises that high performance companies have a defined mission which includes specification of their target markets and broad goals. Competitive advantage is founded on customer satisfaction, which in turn is built on a market‐led strategy, effective systems and committed and empowered...

Examines the relationship between organizational structure and market performance. Suggests that the complex nature of the new structures offers a challenge to the adaptability of management. Attempts to identify the key principles which govern how organizational structures shape market...