Issues

Book Review

From Concept to Consumer: How to Turn Ideas into Money

Kirk Hazlett
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CRM in Real Time – Empowering Customer Relationships

Kenneth J. Sousa
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Spanning Silos: The New CMO Imperative

Satish K. Nair
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Function and problems of brand name pharmaceuticals

Herbert Jack Rotfeld
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Does a brand have to be consistent?

Steve Charters
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Issues in a down economy: blue oceans and new product development

Dennis Pitta
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Measuring customer‐based brand equity: empirical evidence from the sportswear market in China

Xiao Tong; Jana M. Hawley
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The moderating role of price consciousness on the effectiveness of price discounts and premium promotions

Mariola Palazón; Elena Delgado
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Corporate brand reputation and the adoption of innovations

David Corkindale; Marcus Belder
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Perceptual categorization of private labels and national brands

Magda Nenycz‐Thiel; Jenni Romaniuk
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A mixed method approach to understanding brand personality

Raj Arora; Charles Stoner
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Could higher fees lead to lower prices?

Fabio Ancarani; Eitan Gerstner; Thorsten Posselt; Dubravko Radic
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Editorial

Editorial

Richard C. Leventhal
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