Seeks to identify the dimensions which are relevant in the shaping of strategies for international marketing; it thereby addresses business managers. Considers the extent to which the marketing mix can be standardized in various different configurations of international marketing. Presents seven...

Issues a plea for the exercise and application of horse sense in place of the increasingly sophisticated tools of modern marketers to repair some of the damage done by suppliers who have been economizing on their concern for their customers′ interests. Uses a wide variety of examples...

Defines the purpose of a brand as the profitable continuity of the organization that owns it, and the priority of the brand owner as the determination of the exact group of people for whom it caters and then to establish, maintain and strengthen the growth of the brand. Discusses the issues of...

Provides an insight into the processes of action research. Refers to a case 40 years ago, long before the term “action research” was coined. The process was used to redesign a company’s marketing effort in Sweden. Discusses a team approach to bringing about change. Describes how the team...

What gives a company competitive advantage are things which make it unique, innovative, technologically advanced and quick on its feet. These attributes arise from the intelligence, creativity, courage, perseverance, energy and audacity of the people. To provide the foundations for the growth of...

This article focuses on the very sweeping changes which have affected the process of strategic planning since 1974. It describes why these changes came about, what they are, why they nearly led to a rejection of the whole concept of planning, and how management is now coping with them.

The concept of the polygamous brand is defined, and Cadbury′s used to illustrate an emerging product concept, involving licensing a brand to other businesses, e.g. Cadbury′s Cream Liqueur, produced by Bass.

Any company depends for its survival on the choices and attitudes of ten groups of people: shareholders, lenders, suppliers, government, competitors, employees, suppliers of skills and know‐how, managers, the public and of course its customers. If the company does not acquire and manage the...

This article pinpoints 1974 as the watershed of the planning process in companies. Old methods of planning were discarded and new ones needed to be found as discontinuities rocked the business environment.