... are not discussed. This book is written in a conversational yet precise style, and it contains much advice that marketing managers will find useful. In each chapter many examples illustrate the main points often using data sourced from the market research industry. The tables are easy to follow and the use...

...Chun Wah Lee Although an integral component of many marketing communications strategies, relatively little has been written about the management of consumer sales promotions. Explores a framework that examines the relative importance of key factors on managers’ use of two consumer promotional tools...

... of the tourism industry. This term captures the consumer’s ability to discover more about the brands they consume while manufacturers can forge closer relationships with those consumers during the 30‐120 minutes of time spent as the facility’s guests. Brand managers seek to address consumer needs at three...

...Philippa Hankinson Examines the concept of brand orientation in the charity sector against a background of mounting criticism that charities are under‐using their brands and not managing them properly. From the academic literature and a series of depth interviews, four key components of brand...

...Keith S. Coulter Most airlines utilize a revenue maximizing technique called yield management, which allows the airlines to allocate their fixed capacity of “perishable” seat inventory to various fare categories in the most profitable manner possible. Demand for these fare categories is usually...

... the core brand image. In examining vertical brand extensions, we discuss the following variables: © MCB UP Limited 1996 Brand extensions Brand image Management Brand extensions are a popular means of introducing new products to the marketplace. In a typical brand extension situation...