Subject Index
 

This paper re-examines a definition of integrated marketing communications (IMC) previously published in this journal, and proposes a revision to that original definition. It reviews topics of researc ...

This study examines IMC media use by advertising agencies from a perspective of how creative and media implementation effects impact the scope of media selected for campaigns. The study was based upon ...

This study presents a four-dimensional conceptualization of integrated marketing communications (IMC) and empirically develops its measurement instrument. The four dimensions not only encompass import ...

This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with produ ...

Tim Stock and Marie Lena Tupot, of New York’s scenarioDNA, explain the concept of ‘embed marketing’, which moves beyond the conventional push/pull theory of advertising and aims to implant the evolvi ...

Contemporary brand building is no longer a one-way street where organizations vie for consumers' trust and action, but a dynamic, interactive process of conversation between brands, consumers and othe ...

The marketing world has witnessed many changes in the last few years, including increasing consumer scepticism, the advent of new communications technology and a changing legal climate. This paper ana ...

This paper centres on how the role of brand management has changed since its inception in the early 1930s. The author compares the old role of tactics, reaction and profits with to-day's focus on cre ...

This paper calls for a common approach to the brand involving all elements across an organisation. The author emphasises a sense of community surrounds products that are consistent in their message. ...

Jim Stengel of P & G asserts that consumers are gaining control over areas previously owned by manufacturers and that the marketing industry has been slow to respond to the new landscape. He contends ...

In this article on brand nurturing Edward Faruolo of the CIGNA Corporation argues that if the brand is not supported by rank and file management it will not succeed. He lists the actions for brand de ...

This is not a typical advertising paper about market research. The advertising industry is just as responsible for creative market research; however, the years of criticism have obviously taken its to ...

The authors argue that in order to rebuild and exploit brand relationships with all key stakeholders - customers, employees, suppliers, journalists, government regulators and special interest groups - ...

The authors present a theoretical model to explain how firms create market orientation (a foundation of marketing and increasingly important in fields such as strategic management). They find that dra ...

Research findings suggest that niche marketing is an effective strategy for countering price competition in a mature industry. A thorough understanding of the targeted consumers is required and the na ...

The paper explores how qualitative research can be used to formulate an international synthesised marketing strategy. The importance of tracking customer expectations, and identifying what customer va ...