Table of contents
Building Successful Brands: The Strategic Options
Peter DoyleExamines branding strategies in the light of the debate aboutwhether brands should be included on balance sheets. Discusses thefactors involved in the creation of successful…
Fad or Trend? How to Distinguish Them and Capitalize on Them
Martin G. LetscherDiscusses how it is possible to anticipate social and technologicalchanges and use them to create a competitive advantage. Examines theimportance of distinguishing between…
Product Class Competitors as Sources of Innovative Marketing Strategies
C. Whan Park, Daniel C. SmithDescribes an approach to competitive analysis that focuses oninter‐industry learning. Examines examples which show how the approachcan provide insight into identifying new product…
Consumer Evaluations of Responses to Complaints: What’s Fair and Why
Cathy Goodwin, Ivan RossSuggests that theories of procedural fairness can offer insightsinto the effectiveness of complaint‐handling strategies. Discussescomplaint‐handling strategies, equity theory…
Marketing with Music
Gail TomDiscusses the use of hit music, parodies of hit music, andoriginally scored music for products advertised in televisioncommercials. Examines the results of a study undertaken to…
Effects of Store Music on Shopping Behavior
Richard Yalch, Eric SpangenbergDescribes an experiment conducted comparing the effects ofbackground and foreground music on clothing store shoppers. Concludesthat choosing to play store music solely to satisfy…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel