Table of contents
Marketing Strategies for Mature Brands
Joel R. Evans, Gregg LombardoMany companies are placing greater emphasis today on the marketingof their mature brands. Notes several reasons for that trend persistingwell into the future. Little has been…
Commentary: Unlocking the Brand Asset Vault
Elinor SelameDiscusses, with many illustrative examples, the concept of brandworth, the definition of a brand and strategic branding options.Presents three case studies.
Price Signaling: Does it Ever Work?
Frank Alpert, Beth Wilson, Michael T. ElliottExamines the phenomenon of “price signalling”, wherebyconsumer goods manufacturers attempt to signal higher quality via ahigher price when objective product quality is, in fact…
Brand Performance Comparatives
Randall G. ChapmanIn traditional importance‐performance analysis, self‐reportedrelative importance weights and “own” brand performanceratings are combined to yield assessments of current market…
The 20 Toughest Questions for New Product Proposals
Larry A. ConstantineauProposes the 20 key areas of questioning to which each new productproposition should be subjected by the product champion and/or themanagement reviewers. The questions are grouped…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/08876049210035935. When citing the…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou