Purpose – The purpose of this article is to describe the application of brand building techniques to an existing organization. Design/methodology/approach – The article describes an application of relationship building to increase the success of a service in a competitive environment....

There has been overwhelming discussion about the death of the product management system. Focusses on how the product management system is changing, and how firms can best anticipate and manage this change. Claims organizational change is inevitable and that marketing organizations must...

Examines the types and characteristics of the new forms of the brand management system in marketing organizations as identified in previous research and previous existing research on performance appraisal systems. Draws linkages between the two systems to provide a framework for maximizing...

Looks at recent product development literature which cites the improving but troubling success rates of newly introduced products and recommends integrating customer input as early as possible. Notes that, while companies have adopted cross‐functional product development teams, integrating...

Examines the way in which the performance of the pharmaceutical product manager is evaluated. Attempts to provide a picture of the principal functions on which the Canadian pharmaceutical product manager is evaluated, as well as of performance appraisal systems currently used in the...

Purpose – The authors apply Alan P. Fiske's relational models framework to customers' engagement with service firms – specifically, they propose that customers who hold different relational models for the service firm are likely to engage with the firm in dissimilar ways, thus generating...