Table of contents
Brand assessment: a key element of marketing strategy
Haydee Calderon, Amparo Cervera, Alejandro MollaThe growing importance of the brand in the life of the company and in consumer perceptions has led many authors to base their analysis on brand value rather than the traditional…
Surviving patent expiration: strategies for marketing pharmaceutical products
Madhu Agrawal, Nimish ThakkarThe pharmaceutical industry is characterized by high R&D costs and increasing competition. New pharmaceutical products are often provided patent protection to help companies…
Determinants of store brand choice: a behavioral analysis
George BaltasUnderstanding the store brand buyer is a central issue for strategic brand management because of the increasing market shares of private label products. Offers an analytical…
Gender positioning of discount stores: key considerations in appealing to the baby busters generation
Robert J. Williams, Keith Absher, James J. HoffmanExamines differences in discount store selection factors among both male and female members of the “baby busters” generation. Results indicate that significant differences in…
Case study: Tim Miner’s Concord Vegetable Corporation internship journal
Geoffrey P. LantosThe case is presented by a senior marketing major (Tim), who did a business internship in the new products area of a fictitious consumer package goods firm. The case is presented…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou