Subject Index
 

The provision of goods and services in India has been transformed in the last ten years: where once it took weeks to get a phone installed, it is now a matter of hours; previously, brand choice was li ...

This article discusses the importance of customer service in developing a brand. There is a rich history of brands where service has been an integral part of their success, from Josiah Wedgewood in th ...

After years of trend presentations about how companies must change, it appears that transformation has finally arrived. The current generation is growing up in a digital world, and takes for granted t ...

Choosing the right mortgage can take months and that has implications for consumer research. This paper asks a series of questions such as does it matter if consumers are questioned at the beginning, ...

Technology companies are now 'operating in one of the most fiercely competitive yet undifferentiated markets there has ever been'. Demand is growing fast, but since all companies focus on the same are ...

Describes Whitbread’s three-year Winning Brands programme covering its various service sector brands (Premier Travel Inn, TGI Friday’s, Beefeater, Costa Coffee and Marriott (no longer part of Whitbrea ...

White points out that in spite of enormous budgets the financial services industry seems unable to inspire consumers to constructive action. Increasingly the business is driven by two imperatives: to ...

The traditional fmcg marketing model does not apply to servicebrands. PETER HUTTON calls for a holistic approach

An investigation of what constitutes `service brands'. This is an under-researched area, since most existing literature and models of branding are based on product brands. The paper is part of a proje ...

Argues that the new values of customer service are opposed to product branding as traditionally understood, and that new approaches must be found to branding service. More choice, more effective compe ...