Marketing is a very diverse discipline, dealing with everything from the costs of globalization to the benefits of money-back guarantees. However, there is one thing that all marketing academics share. They are writers. They publish or perish. Their careers are advanced, and their reputations...

Retro-marketing is all around us, whether it be retro-products like the neo-Beetle, retro-scapes, such as Niketown, or retro-advertising campaigns, which make the most of the advertiser's glorious heritage. The rise of retro has led many to conclude that it represents the end of marketing, that...

Purpose: Much has been written about metaphor in marketing. Much less has been written about simile and metonymy. It is widely assumed that they are types of metaphor. Some literary theorists see them as significantly different things. If this is the case, then there are implications for...

Purpose This paper aims to use embodied theory to analyze consumer experience in a retail brandscape, Hollister Co. By taking a holistic, embodied approach, this study reveals how individual consumers interact with such retail environments in corporeal, instinctive and sensual ways....

This paper examines the application of the first two principles of the 2005 Paris Declaration on Aid Effectiveness, namely ownership and alignment, to the cases of Mali and Ghana. It argues that Western donors and recipient governments have adopted the Paris Principles mainly in form, rather...

A firm's book equity is a measure of the value held by a firm's ordinary shareholders. Increasingly, it is being reported as a negative number. Because a firm's limited liability structure means that shareholders cannot have negative value, negative book equity has no obvious interpretation....