Table of contents
Misplaced marketing The social harm of public service advertising
Herbert Jack RotfeldThe power of advertising is presumed and people behind most public service advertising campaigns see advertising itself as the solution. An advertising campaign that aims to serve…
Infomercials and advertising effectiveness: an empirical study
Brett A.S. Martin, Andrew C. Bhimy, Tom AgeeDespite their increasing use by advertisers, little research has examined the effectiveness of infomercials. This study explores the influence of infomercial advertisement design…
Cross‐cultural consumer values, needs and purchase behavior
Jai‐Ok Kim, Sandra Forsythe, Qingliang Gu, Sook Jae MoonThis study examined the relationship of consumer values, needs and purchase behavior in two Asian consumer markets, China and South Korea. Between self‐directed values and social…
Implementing your BAM2 strategy: 11 steps to making your brand a more valuable business asset
Scott DavisBusinesses are becoming more sophisticated about brand, its value and its role as a crucial driver of business success. But what do they need to put in place to realize the…
Increasing margins by joining your customers
Claus von Campenhausen, Hauke LübbenJust as in real estate, the key success factors for business in cyberspace are location, location, and location. Potential customers on the Internet tend not to be widely…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel