...Alan S. Abrahams; Eloise Coupey; Anuja Rajivadekar; Joshua Miller; Daniel C. Snyder; Samantha J. Hayden Purpose At the marketing/entrepreneurship interface, most research concerns how entrepreneurs market their businesses, rather than how advertisers market to entrepreneurs. The purpose...

...Ian Combe; David Crowther; Steve Greenland This article considers the attempted change to the image of an established brand by studying the semiotics within the brand’s historical advertising campaigns. The use of semiotics to study the interpretation of messages is discussed, and the link between...

...Nicholas Wilson; David Stokes “Marketing, as it relates to the arts, is not about intimidation or coercion or abandoning an artistic vision. It is not ‘hard‐selling’ or deceptive advertising. It is a sound, effective technology for creating exchanges and influencing behaviour that, when properly...