10 Result(s)
within
Chapter
Don E. Schultz
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Chapter
Beyond Demographics: Enhancing Media Planning with Emotional Variables
What was once a fairly simple task of selecting a basic media vehicle from a very limited assortment of alternatives, i.e., newspapers or magazines, radio or television, signs or outdoor locations, etc., the a...
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Chapter and Conference Paper
An Applied, Combined View of Impulse Shop**
Impulse shop** has been studied and reported on for at least 75 years in the academic press. Yet, there is still no clear or agreed-upon theory for why it occurs or among whom. In this study, a large number ...
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Chapter and Conference Paper
Beyond Negative Liberties: The Role of the Brand as Value Facilitator
Brands are being increasingly recognized as one of the most valuable assets of a company (Simon and Sullivan 1993; Madden et al. 2006; Merz et al. 2009). As such appreciating their value represents a vital pri...
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Chapter
Marketing Communication Measurement in a Transformational Marketplace
This chapter illustrates a process for measuring the returns on brand marketing activities in what is termed a ‘transformational marketplace’. Simply put, the argument is that brand marketing and marketing com...
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Chapter
Redesigning marketing to fit a different marketplace
Marketing has always been about hopes and dreams. The hope on the part of the marketing organization is that there is, or might be, some ‘magic bullet’ in the form of a new product or service or a new strategy...
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Chapter
Closing and re-opening the corporate umbrella
In June, 1999, some 200 people in Belgium and France began to complain of digestive illnesses apparently caused by drinking Coca-Cola products.Within days, it was alleged that bottles had been infused with def...
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Chapter
Raising the corporate umbrella — the 21st-century need
Impatient investors and unforgiving directors are increasingly pinning the blame for their corporate woes on the chief executive.
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Chapter
Measuring the value of the corporate brand
What is the value of the corporate brand? How much actual financial worth does it comprise? If we could strip out the value of the corporate brand from all the other corporate assets, both tangible and intangi...
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Chapter
The role of integrated communication in the interactive age
British Airways World Cargo (BAWC), which for a long time had been seen as the “other part” of BA, faced some significant challenges in the changing airfreight market of the early to mid- I990s. BA even consid...
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Chapter
Vision, values, intellectual property and assets
The following is a true story. But, the names have been changed to protect the participant egos. The story, however, is not unlike others that are occurring daily in management meetings around the world, part...
