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Journal cover: European Journal of Marketing

European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Table of contents:
Volume 44 issue 5

Published: 2010, Start page: p547
Special Issue: Branding and the marketing of technological and industrial products
Guest editor(s): Professor T.C. Melewar and Dr Lynn L.K. Lim

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Articles
Article Id: Article Information:
1863313 Branding of post-purchase ancillary products and services: An application in the mobile communications industry
William E. Baker, Donald Sciglimpaglia, Massoud Saghafi (pp. 547 - 566)
Keywords: Brand equity, Brands, Mobile communication systems, Pricing
Article type: Research paper
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1863314 Business to business branding: external and internal satisfiers and the role of training quality
Stuart Roper, Gary Davies (pp. 567 - 590)
Keywords: Brand identity, Business-to-business marketing, Customer satisfaction, Training management
Article type: Research paper
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1863315 Marketplace footprints: connecting marketing communication and corporate brands
Harlan E. Spotts, Marc G. Weinberger (pp. 591 - 609)
Keywords: Advertising, Corporate branding, Corporate communications, Corporate identity, Marketing communications
Article type: Research paper
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1863316 Mobile phone choice: technology versus marketing. The brand effect in the Italian market
Luca Petruzzellis (pp. 610 - 634)
Keywords: Brands, Consumer behaviour, Italy, Mobile communication systems
Article type: Research paper
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1863317 Shaping the body and technology: Discursive implications for the strategic communication of technological brands
Margo Buchanan-Oliver, Angela Cruz, Jonathan E. Schroeder (pp. 635 - 652)
Keywords: Brands, Management strategy, Marketing communications, Metaphors, Visual media
Article type: Conceptual paper
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1863318 “Living the brand”: brand orientation in the business-to-business sector
Carsten Baumgarth (pp. 653 - 671)
Keywords: Brands, Business-to-business marketing, Market orientation, Organizational culture
Article type: Research paper
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1863319 Product brand differentiation and dual-channel store performances of a multi-channel retailer
Ruiliang Yan (pp. 672 - 692)
Keywords: Distribution channels and marketing, Game theory, Marketing research, Marketing strategy, Product differentiation
Article type: Research paper
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Editorial

Article Id: Article Information:
1863329 Branding and marketing of technological and industrial products
T.C. Melewar, Lynn Lim
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