Subject Index
 

This short article provides an overview of the chemical industry, mainly focusing on oil and petrol firms. It includes a summary of recent market trends in terms of its overall media split, and the ad ...

JP Morgan Cazenove has recently suggested that oil giant BP should split into two companies, separating `upstream' (exploration and production) from `downstream (marketing). The article argues that it ...

As one of the most recognisable brands in the world, Shell operates the world's largest single-brand retail network with 40,000 outlets. And according to Interbrand's annual survey, it is one of the w ...

The objective for Ahlstrom Corporation was pure and simple. From a zero beginning, to make a substantial impact into the Italian coffee filter market, which is one of the biggest markets of its type i ...

This paper describes how market research supports successful brand and category management. The authors discuss how Henkel, a leading manufacturer of adhesive products for the professional (B2B) marke ...

Crown Trade operates in what has been regarded as a functional market where brand and product choice is made on purely rational grounds. This case study shows how an advertising strategy not only succ ...

What is knowledge? What does one need to know? How is knowledge created? These questions should lead to an answer as to whether knowledge management is just another new term in modern management scien ...

Royal Mail briefed Bates Dorland to create new advertising to stimulate usage by promoting the benefits of mail: positioning the letter as the ideal medium for maintaining relationships with family an ...

1994 launch campaign for Hep30, a new plastics alloy pipe technology (described), into the very conservative mains pressure water pipe market. Small budget of £165,000. In 1996 Hepworth had achieved 3 ...

This research explores similarities and differences between industrial and consumer print advertisements over time. While the literature and recent professional opinion has suggested that the two adve ...

This study analyses the attributes which Chinese businessmen consider most important when promoting their industrial products. Among these are product information, references to quality, uniformity an ...

This Report describes a collaborative research study sponsored jointly by 21 suppliers in the semiconductor industry and the Cahners Electronic Publishing Group, publishers of 7 journals involved with ...

The agency was charged with the task of making Hepworth’s sewage pipes stand out from the crowd in order to keep it at the head of the market. Past advertising for the company, in common with other bu ...

The article examines the planning process to develop creative work for the little known NYNEX CableComms. The company wanted to address business and residential markets without alienating one or the o ...

This article is essentially a series of research snapshots together with a written overview explaining how and why they were commissioned, and what they broadly signify. In this sense it is a sort of ...

Advertising campaign to demonstrate the benefits of nuclear power and that British Nuclear Fuels (BNFL) were handling the risks responsibly; campaign started after the adverse publicity which followed ...

Regional corporate TV campaign for Pilkington, the glass manufacturer, 1990. Need to raise the profile of the company among various target audiences and add value to it. Research indicated opportuniti ...

This article provides a case study approach to the understanding of both an industry and its advertising. The author provides a research flow model and the resultant research findings from the UK hote ...

This paper deals with the advertising objectives of industrial marketers. It stresses the importance of advertising in industrial companies, despite its smaller role in the communication mix compared ...

A study of US and UK advertising agencies' attitudes to handling industrial accounts offers some answers.

1974-9 advertising for the International Wool Secretariat (IWS). Market background and history described. Consumer advertising objectives: increase/maintain awareness of the Woolmark as assurance of p ...

Corporate advertising for Hoechst UK, 1976-80. Aimed at AB businessmen, using the quality press to start with. Initial development: qualitative research among businessmen showed success of creative ap ...

1977-80 campaign for Lucas Aerospace. Background described: huge and difficult task for advertising (very competitive environment, company largely unknown, very large product range). Phased objectives ...

Corporate advertising campaign for ICI in 1978. Previous advertising since 1974 described. TV, up-market press and national press used in 3-tier campaign. New commercials and insertions refined follow ...

The paper reports on a study of the company turnaround process in the Australian heavy engineering industry. It provides insights into the company regeneration phenomenon with particular emphasis on t ...