Table of contents - Special Issue: Marketing
The importance of marketing
Richard C. LeventhalTo gain insight into what marketing entails and how a marketer can begin to employ the basic fundamentals in order to become more customer focused.
Selling to China's rich and not so rich: Need to go beyond the luxury market
To add to the information about how Western companies are marketing their products in China, and to provide some insight into the changing character of the Chinese customer‐base.
Du Pont and the art of not coming unstuck: Lessons learned from a customer‐centric approach to business
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
eBay – if you can't beat it, join it: Online giant goes on creating marketplaces
To study the strategies of eBay as it moves on from its now “traditional” online market for the masses to extend its expertise into areas such as business to business. The paper…
Levi's adaptable standards: Knowing where and when one size fits all
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Securing customer loyalty: Is advocacy the way forward?
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
McDonald's are “lovin’ it”: Preserving the brand online
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
B&Q's moves to target female customers: Beyond boys’ toys
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
What's in a name?: Branding: what it means to you and your customer
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
International marketing research: The importance of being complex
Matthew J. RobsonTo investigate the state of the international marketing literature in terms of its ability to offer managers with fine‐grained insights into marketing strategy effectiveness.
ISSN:
0258-0543Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Miss Emma Steele