Despite the proliferation of books on the subject of branding, it seems that in the real world a brand's success or failure is usually the result of intangible or random influences which evade measurement, writes Dan Sumption.
Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy.
The economy is booming and the vast majority of people have never had it so good-with unparalleled affluence, better health and access to virtually unlimited goods and leisure activities. Report by Future Foundation and Abbey National
Yahoo! is one of the strongest brands in the new economy and, for millions of users, the internet means Yahoo!. Well, it did at one point anyway.
Establishing and communicating a brand may be harder for multibrand retailers than for their single-brand counterparts, but brand building is essential for both. Article from McKinsey Quarterly.
Hawkins offers balanced coverage of consumer behavior including psychological, social, and managerial implications.
Most of the objections to brands turn on different expectations of what life should offer writes Tim Ambler, Senior Fellow at London Business School
For many years, Commonsense Direct Marketing has enjoyed an unrivalled reputation as 'the authoritative textbook', and latterly as 'a definitive mini institute'. By Drayton Bird.
As major corporations work to unlock the full power of e-commerce they are realizing that customer relationship marketing is an important key: only by forming a lasting relationship with each individual can they target their customers effectively. By Liz Machtynger, Merlin Stone and Neil Woodcock.
Investigation into where the brain responds to affective and cognitive advertising stimuli. Paper by T Ambler, A Ionnides, S Rose
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