Table of contents
The internationalization of the high fashion brand: the case of central London
John Fernie, Christopher Moore, Alexander Lawrie, Alan HallsworthThe globalization of fashion brands has occurred as major fashion designer houses have expanded their product ranges and diversified into middle‐market diffusion lines. Central…
Innovativeness and price sensitivity: managerial, theoretical and methodological issues
Ronald E. Goldsmith, Stephen J. NewellPresents a simple and concise survey method for measuring price sensitivity and illustrates its use by examining the relationship between innovativeness and price sensitivity…
The Melbourne garden nursery industry: a qualitative review of marketing and new product development orientation in a retail environment
Michael Enright, Heath McDonaldLooks at the traditional market entrants in the retail garden nursery products industry in a defined area of the eastern suburbs of Melbourne, Australia. Argues that it may well…
Co‐branding in advertising: developing effective associations
Randi Priluck GrossmanExplains how marketers have begun to pair their new brands with existing brands that have powerful images attached to them in the hopes of linking these positive images with their…
Comment: are there any bargains left?
Douglas BartleyOutlines the potential of business investment opportunities in Slovakia. Details some of the countries which have made foreign investment and formed joint ventures in Slovakia and…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou