Subject Index
 

In this article, Peter Field analyses a mass of case studies from around the world to discover how brands with a smaller share of voice have managed to make inroads in the markets of their bigger comp ...

This paper discusses the difficulties facing brands which are attempting to launch into established markets. In particular, it is argued that launch strategies are frequently more concerned with the p ...

Peter Fiddick raises the question of the wisdom of the UK Government stating that it would press the US Federal Communications Commission to drop entry barriers. This is related to the publication ...

This article presents the results of historical analysis of how economists have treated advertising. The first part states the hypothesis and sets forth the methodology. The second part chronologic ...

'Product differentiation' has frequently been held responsible for hindering new entry to an industry. Whether this can be a theoretical possibility depends on the exact interpretation given to the ph ...