Table of contents
Corporate Reputation: The Wasted Asset
Matt FearnleyArgues that reputation is a critical consideration in any businessdecision. The value of an organization′s reputation is probablyrecognized until something goes wrong, as has been…
Understanding in Market Research
David CowanMarket research has enormous potential for creating marketunderstanding, which pays off in huge marketing productivity gains andquantum leaps in corporate entrepreneurship. It is…
Towards the Integration of Marketing and Public Relations
Philip J. KitchenSeeks to illustrate areas of overreach and commonality betweenpublic relations and marketing, more specifically the confusion andambiguity characterizing the role of both…
A Model for the Analysis of Distribution Channels
A.E. Bellhouse, G.M. HutchisonDescribes the development and application of a Distribution ChannelModel for an Information Technology (IT) business. Describes theprocesses used to derive the model and…
Brand and Trademark Evaluation – What′s Happening Now?
Tom BlackettFor the majority of consumer goods businesses, brands are theengine of profit. Many companies now acknowledge the importance of theirbrands by including reference to their value…
Learning in Marketing Clubland
Gordon Wills, Julian WillsCompares the launch and development, by an academic publishinghouse, of three marketing clubs, two of which were focused on customersand the third on authors/editors. Promotional…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss