Part I: Background -- Chapter 1: Setting the scene- Chapter 2: he legal conception of misleading product labelling and its operationalization- Chapter 3: Measuring misleadingness: The preference-conscious choice modelled and observed- Part II: Studies- Chapter 4: Study 1: Low-fat claims on...

In this paper the importance of word of mouth for marketing management in the twenty-first century will be discussed. After a short introduction, there will be a focus on the demarcations and problems of traditional marketing. Then, in the third section, word of mouth (WOM) and word-of-mouth...

Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media of communication that is basically not selective....

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by...

This chapter examines the global marketing environment of today's higher education institutions (HEIs). (Semi) Autonomous HEIs and business schools are increasingly behaving like for-profit organisations as they seek new opportunities and resources to prioritise revenue creation. Therefore, they...

In this chapter, we investigate marketing communication's role in the taken-for-granted political and ethical practices of envisioning others (Heywood amp; Sandywell, 1999, p. x). Ethically motivated criticisms of marketing communications are often simplistically understood as generalized...

The Internet is growing at a rate of almost 50-100% per year in India. From being a medium for exchange of information and communication between the scientific research workers, it has opened a vast vista of entertainment and information (edutainment) for millions of people on the Internet...

Integrated Marketing Communications (IMC) refers to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing and sales campaigns to promote brands so that similar message reaches a wider audience. Products and services are promoted...