Table of contents
Brands and Eastern Europe
Tom BlackettRecent moves to democratisation of Eastern Europe, and aspirationsto western lifestyles, do not guarantee easy penetration of westernbranded consumer goods. There is demand mainly…
The Marketing Value of Brand Extension
Byron M. SharpBrand extension, the use of an existing brand name on a newproduct, is an exceedingly popular marketing tactic as companies attemptto economise on new product launches and…
What Needs Changing in Brand Strategies? The Maintenance and Stretching of Brands
Martin van MesdagThe concept of the polygamous brand is defined, and Cadbury′s usedto illustrate an emerging product concept, involving licensing a brandto other businesses, e.g. Cadbury′s Cream…
Essential Characteristics for an Effective Marketing Plan
Roger BrooksbankA comprehensive review of empirical research into successfulmarketing planning carried out during the 1980s, identifies sevenessential characteristics for an effective marketing…
Compound Feeds: Defined from a Marketing Perspective
Mitchell R. Ness, Stephen WalkerIn marketing, products are defined as a series of attributes whichextend beyond the concept of physical aspects of the product. Thisconcept is applied to the definition of…
Perceived Usefulness of Advertising Media
Paula J. HaynesAdvertising effectiveness depends on good media selection. Mediadecisions are typically based upon consummatory, or usage, measures.Though perceived usefulness (instrumental media…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss