... (or disempowering) real women. Practical implications The study highlights the need for inclusive marketing communication and also outlines implications for the brand owners, advertisers and the creative team. The research emphasises determining the fit between brands and the social issue, eventually leading...

... campaigns. Araceli Castelló-Martínez can be contacted at: araceli.castello@gcloud.ua.es 14 02 2022 12 04 2022 09 05 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Marketing Advertising YouTube Automotive industry...

... a large critical mass of users share a message (Watts and Dodds, 2007). Likewise, mathematical models of viral communication have shown that hybrid viral campaigns designed to reach a large initial audience can ultimately be more successful than small viral marketing campaigns (Watts and Peretti, 2007...

... in sentences), and content analysis, the study investigates 329 companies and their slogans that operate in global and domestic markets. Findings – The study finds that within the areas of corporate identity and corporate communications, company slogans tend to be diverse with distinct forms...

...Alessandra Mazzei Purpose – The aim of this paper is to better understand the concept of communication in organizations through the comparison of definitions given by scholars from different business-related communication disciplines: marketing, public relations, organizational communication...

...John Balmer; John M.T. Balmer Purpose The purpose of this paper is to advance the general understanding of the corporate heritage domain. The paper seeks to specify the requisites of corporate heritage and to introduce and explicate the corporate heritage marketing and total corporate heritage...

... by Anholt (2006, 2010) . In 1996 he used the expression “nation branding”, and then developed – in collaboration with the multinational of market research Growth for Knowledge (GfK) – the Anholt‐GfK Roper Nations Brands Index and, since 2005, the Anholt‐GfK Roper City Brands Index (CBI). The CBI has...

... satisfaction, and hiring and training qualified and courteous sales associates. Originality/value The authors' methodology looked at the issue from a rhetorical analysis perspective, not a quantitative analysis. The study should prove to be of value to retailers and organizations interested in a marketing...

... strategies with their franchisees. Bakers Delight have developed a suite of communication strategies aimed at fostering best practice in frontline production and service, strengthening brand name and increasing market share. There has also been a conscious effort to both promote consistency in day to day...

...Barbara Ross‐Wooldridge; Mark P. Brown; Barbara D. Minsky Proposes that benefits would accrue as a result of the development of a halo marketing campaign for firms forced to serve unprofitable markets, and the pharmaceutical industry is used as an example. Halo marketing should allow firms...

...Claes Hägg; Håkan Preiholt The purpose of the present article is to discuss the role of financial marketing in the creation of self‐reinforcing trends and bubbles. If the fundamental problems of financial marketing are not controlled, they can lead us to the world of the cynics, of raiders...

... the Belgian market. The effects of this crisis were felt not only within Europe, but also in countries as far away as Japan and India. Subsequently, the company identified specific production and distribution problems which could have contributed to the health crisis. Pursuant to the Ministry’s order...

... the issues in the branding debate and to illustrate how brand management is changing in response to market and environmental changes. … the concept of brand lies at the heart of marketing theory and practice. A brand is a combination of features (what the product is), customer benefits (what needs...

.... Those students and practitioners who are particularly politically apathetic could benefit from reading the chapter on electoral politics and lobbying and another on manipulation and propaganda. Marketeers who view corporate communication and public relations merely as part of the marketing mix would do...

...Manto Gotsi; Alan M. Wilson This article reviews different viewpoints in the marketing literature in an attempt to clearly define the concept of corporate reputation and identify its relationship with corporate image. Definitions offered for the term corporate reputation by marketing academics...

...D. Pickton; A. Broderick Integrated Marketing Communications . Financial Times with Prentice‐Hall , 2000 . 752 pp. , ISBN: ISBN: 02736 25136   £25.99 Marketing Marketing communications Corporate communications Probably one of the best designed and user‐friendly...

...Geraldine Clarke The message an investment company sends to shareholders in its annual report summarizes and explains the financial and economic performance which is presented. These companies are becoming aware that the annual report is an increasingly potent tool for marketing to potential...

... are the best? Summarizes the fourth pan‐European study on the understanding and importance of corporate identity in multicultural market conditions. © MCB UP Limited 1997 Corporate identity Information management Marketing Multicultural society Corporate identity: an evolving discipline Klaus...