Table of contents
Using strategic alliances to develop credible green marketing
Nicola Mendleson, Michael Jay PolonskyManufacturers of consumer goods face various problems when theyattempt to integrate environmental attributes into their marketing mix.In many cases the inclusion of environmental…
Using information situations to guide marketing strategy
Paul N. Bloom, James E. PailinLearning about whether target markets face search, experience, orcredence situations when assessing a company′s product or service canhelp in formulating more effective marketing…
Product comprehension and promotional strategies
Timothy R. GraeffReviews and critiques literal views of product comprehension whichrely on recall of key product claims to measure “correct”comprehension. Presents a constructive view of…
Making sure your Canadian advertisement does not sink your sale
Susan S. Jarvis, William W. ThompsonUntil recently, most US companies engaged in international saleswere large multinational enterprises (MNEs). Today, however, anincreasing number of smaller US businesses are…
Assessing competitive edge: exposition and illustration of a diagnostic tool
Ugur Yavas, Dogan ErogluDescribes a method to analyze competitive standing of a product,brand or made‐in label vis‐à‐vis its competitors.Presents the results of an illustrative case study and discusses…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel