Subject Index
 

This internet dating service was a new product being offered by Yahoo. The launch was preceded by qualitative positioning research to determine how best to win over both hearts and minds. The resear ...

The article describes how Yahoo Search’s dominance of the internet search brands was being threatened by Google’s rapid growth. The campaign objectives were to improve awareness, perception/conside ...

In 1994 Elf launched its loyalty strategy - Operation 'Friends on the road' as a long-term promotion to increase petrol sales. Two years on, 122,000 loyalty cards have been manufactured and the volume ...