Table of contents
Foster's Lager: from local beer to global icon
Leanne WhiteThis paper seeks to analyse Foster's Lager advertising since the early 1980s. In particular, it aims to focus on the Foster's Lager “I Believe” integrated marketing communications…
IMC strategies in new high technology product launches
Susanna Winter, Sanna SundqvistThe purpose of this paper is to provide empirical evidence on the use of IMC in new high technology product launches among companies that operate in different fields of business…
Innovation and performance in SME furniture industries: An international comparative case study
Carmen Otero‐Neira, Martti Tapio Lindman, María J. FernándezInnovation has been traditionally considered as a generator of competitiveness, which leads to superior performance. Considering that innovation is a complex phenomenon, it is…
Innovation and the city: a macromarketing approach to industry development
Maxwell James BriggsThe purpose of this paper is to propose and demonstrate the relevance of marketing systems, notably the process of product management and innovation, to urban development…
What signifies success in e‐CRM?
Hande Kımıloğlu, Hülya ZaralıThis paper seeks to use the balanced scorecard approach to create a performance measurement tool for e‐CRM implementations, distinguishing the criteria which signify higher levels…
A marketing communications framework for small political parties in developed countries
Alkis Thrassou, Demetris Vrontis, Malcolm H.B. McDonaldThis research aims to undertake a business theory application into the political marketing context, examine the degree and nature of its theoretical and practical compatibility…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss