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Academic Journals
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From:T+D (Vol. 55, Issue 10) Peer-ReviewedAh, the power of film. Hanley-Wood Integrated Marketing has introduced BrandFilms, a corporate communications tool for helping customer-contact employees become more effective bearers of their employer's brand....
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From:Management Review (Vol. 89, Issue 1) Peer-ReviewedMost companies can't see past the bits and bytes when they use technology to market or advertise their products. "It's easy to lose sight of your strategy when technology enters the picture," says Brian Herder,...
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From:Journal of Advertising (Vol. 29, Issue 4) Peer-ReviewedSponsorship has become an increasingly popular form of marketing communications, yet little is known about what might influence consumers' intentions to purchase a sponsor's products. The focus here is on how the social...
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From:European Journal of Marketing (Vol. 30, Issue 10-11) Peer-ReviewedPolitical marketing has been in existence for sometime, despite the term being relatively new. Its popularity and the perceived need for it have grown rapidly in recent years as the importance of two-way communication...
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From:Journal of Advertising Research (Vol. 42, Issue 1) Peer-ReviewedThe author investigates the often controversial role of advertising agency review consultants by focusing on (1) relationships between their use and client-ad agency relationship success, (2) reasons for consultant use,...
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From:Journal of Advertising Research (Vol. 41, Issue 4) Peer-ReviewedWe replicate, using adult web users, a study comparing advertising effectiveness and content evaluation in print and on the web (Gallagher, Foster, and Parsons, 2000). As in the original study involving students, the...
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From:International Journal of Sports Marketing & Sponsorship (Vol. 2, Issue 2) Peer-ReviewedBEST (British and European Sports Talent Limited), a new consultancy which markets and manages celebrities from the world of sport, was launched at the International Confex 2000 exhibition in March at Earls Court...
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From:Management Review (Vol. 85, Issue 4) Peer-ReviewedMarketing expert Philip Kotler, an author, professor, and consultant, believes that, while all companies can adopt sound practices such as benchmarking and outsourcing, some companies will still be able to develop...
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From:Advances in Natural and Applied Sciences (Vol. 8, Issue 8) Peer-ReviewedTaking into account how globalized the current market is, companies have viewed the process of internationalization of their activities as a technique to keep up with the competition and secure good competitive...
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From:Australian Journal of ManagementPeer-Reviewed1. Introduction The objective of this article is to review the position of marketing in Australia; its past, present and future. It does this with a view to understanding where the discipline can be harnessed to...
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From:Design Week (Vol. 18, Issue 42)CORPORATE IDENTITY and promotional literature work stormed last week's Roses Design Awards in Manchester, but packaging work was 'weak' and no work was nominated. 'The quality wasn't there in packaging,' says events...
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From:Information Today (Vol. 13, Issue 8)Eric Swartz has announced the formation of Byline Marketing Services, a marketing communications agency providing integrated marketing and corporate communications to companies in the online, information, and electronic...
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From:Journal of Consumer Marketing (Vol. 14, Issue 4-5) Peer-ReviewedCommunication campaign plans that applied to the younger generation did not work well with the older population. This was the result of the research conducted by the American Express Financial Advisors Inc. Marketers and...
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From:Journal of Advertising (Vol. 28, Issue 3) Peer-ReviewedThe purpose of this article is to extend latitudinally the stream of research regarding racial minorities in industrial advertising and to provide a benchmark for future longitudinal studies. It utilizes content...
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From:Industrial Management & Data Systems (Vol. 97, Issue 7-8) Peer-ReviewedUse of decision support systems (DSS) in the marketing field have several advantages. They are able to ferret out impartial data for analyzing marketing problems. Before the advent of DSS, marketing managers had had to...
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From:Journal of Advertising Research (Vol. 40, Issue 5) Peer-ReviewedParticularly throughout the last decade Integrated Marketing Communications (IMC) appeared to have found increasing acceptance as a theoretical concept, idea, technique, or simple rhetoric with advertising agency...
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From:Ivey Business Journal (Vol. 65, Issue 2)Today's digital economy is transforming relatively simply traditional supply chains into something far more complex -- interconnected on-line trading networks called "Net markets." Navigating these new trading...
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From:Microwave Journal (Vol. 45, Issue 3) Peer-ReviewedStrand Marketing Inc. recently moved to a new 3000 square-foot headquarters. The new building is located at 10 Railroad Street, Newburyport, MA 01950....
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From:Journal of Advertising (Vol. 28, Issue 2) Peer-ReviewedThe article provides further phenomenological understanding of how brand props are interpreted within the everyday lived experience of the movie audience. Building on previous focus group research and on the grounded...
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From:Journal of Advertising Research (Vol. 45, Issue 4) Peer-ReviewedAs a direct marketing tool, electronic Short Message Service (SMS) is likely to surpass internet-based advertising before the end of 2006. This article profiles heavy and light consumer acceptors of SMS direct...