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This paper seeks to explore further the concept of community as a key attribute of such markets. The paper argues that farmers' markets can provide many of the exchanges consistent with the concept of community and that these are of significant importance to many shoppers but are particularly valued...
This paper approaches the subject of brand equity measurement in a 'bricks-and-clicks' environment. Paper by George Christodoulides Doctoral researcher and Leslie de Chernatony Professor of Brand Marketing at Birmingham Business School.
This Dynamic Markets research for CRM Technologies gives a detailed analysis from a survey looking into Return on Investment for marketing spend.
Starting from the fact that a "brand" is a universal concept regardless of environment, but its enactment changes according to environment, this paper provides pointers about brand building on the internet. By Leslie de Chernatony Professor of Brand Marketing at Birmingham Business School.
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