McMullan, Kylie; Rehal, Pinder; Read, Katy; Luo, Judy; … - In: Marketing Intelligence & Planning 27 (2009) 4, pp. 474-485
Purpose – This purpose of this paper is to facilitate the exploration of marketing strategy in general and branding strategy in particular for a non‐profit, governmental institution. Design/methodology/approach – Students are taken to 2005 when the Canadian Forces needed to increase...