Table of contents - Special Issue: Marketing Cases: Learning From Marketing Practice
Guest Editors: Michael Harker
Segmenting the energy market: problems and successes
Lyndon Simkin, Sally DibbThis paper aims to explore how segmentation is often undertaken in practice, highlighting problems commonly encountered. It is based on the deregulated and highly competitive UK…
4991
The “bold and the beautiful” of the UAE retail environment
Nnamdi O. Madichie, Jim BlytheThis paper aims to profile the potential impact of shopping malls in the United Arab Emirates (UAE) – a country renowned for its hedonic consumption.
2320
Pegasus Town: innovative marketing of a new property venture
Maxwell BriggsThis paper aims to outline the challenges and tasks involved in a organising and marketing a new venture from conception to sales. It presents an interesting situation with which…
1242
An international branding strategy based on a case study of a Taiwanese firm
Hsiu Ying Huang, Ming Huei HsiehThe purpose of this study is to explore and conceptualize the process of how an emerging‐market firm develops a successful international brand.
3082
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss