Table of contents
Brand Equity in the Business‐to‐Business Sector: AN EXPLORATORY STUDY
Geoffrey L. Gordon, Roger J. Calantone, C. Anthony di Benedetto, Geoffrey L. Gordon, Roger J. Calantone, C. Anthony di BenedettoPosits a stagewise learning process involved in the building ofbrand equity: brand birth; the creation of brand awareness andassociations; the building of quality and value…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/08858629210037263. When citing the…
Customer Knowledge Acquisition in the Business Products Market
Geoffrey L. Gordon, Roger J. Calantone, C. Anthony di Benedetto, Peter F. KaminskiExamines how the business products‐marketing firm acquiresknowledge about its customers. Objectives include identifying the mosteffective means by which organizations can acquire…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/07363769210037033. When citing the…
The Pursuit of Marketing Productivity: HAS IT REPLACED THE MARKETING CONCEPT IN THE PACKAGED GOODS INDUSTRY?
Dan Ailloni‐CharasMarketing realities in the packaged goods industry are changingrapidly as the channels of distribution become increasingly dominant indictating both marketing strategies and…
Marketing Myopia: An Integrated View
Michael D. Richard, James A. Womack, Arthur W. AllawayOutlines the foundations and dimensions of marketing myopia andproposes a two‐dimensional classification of its several types. Presentsan integrated analysis which is intended to…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/08876049210035854. When citing the…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou