Table of contents
Generic products: who buys them and how do they perform relative to each other?
Gerard P. Prendergast, Norman E. MarrBranding has traditionally been viewed as an essential tool for marketers to establish an identity for their products. Even products among the commodity range make use of branding…
2871
Understanding the marketing concept as organizational culture
Gregory B. Turner, Barbara SpencerAnswers recent calls for scholarly study of organizational culture in a marketing context. Presents a view of the marketing concept as culture based on the organizational…
6542
Modelling customer satisfaction in Telecom New Zealand
Peter J. Danaher, Rodger W. GallagherPresents some techniques developed by Telecom New Zealand where first the component factors that most influence the overall satisfaction rating of Telecom’s service are found…
2983
The influence of culture on advertising effectiveness in China and the USA: A cross‐cultural study
Yong Zhang, James P. NeelankavilPresents findings from an empirical study which investigates the effects of different advertising appeals used across cultures. Cultural differences along the…
16307
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall