Subject Index
 

This article is an interview with Mike Hoban, customer and brand marketing director of Scottish Widows. Points discussed include the importance of understanding customers; 'behind-the-line' marketing ...

The study is based on research carried out in Taiwan, Thailand and Malaysia into various types of promotions including the use of coupons, price orientated promotions and sweepstakes. It covers attit ...

Much of the literature regarding the advertising of services implies that services are more difficult to communicate than non-services. Assuming that this is true, is it reasonable to expect that serv ...

A comparison of product and service advertising in print advertisements. Various hypotheses are developed as to how the two types of ad differ, e.g. in the way emotional appeals are used. A content an ...