... implications Managerially, the authors discuss the building of sustainable marketing strategy on enduring consumer values rather than on transient attributes or technologies. The authors also discuss potential areas of vulnerability for Facebook, such as its increasing use of video and live content, which...

... on a variety of business types, geographic locations, and owner demographics. Practical implications The paper shows that networking is a viable market strategy for small community retailers and that economic as well as social benefits are accrued from interactions with network members. Originality...

... to medium‐sized enterprises Corporate image Marketing strategy Corporate identity Corporate branding How an organisation's brand is perceived internally by employees can impact directly on the external image and brand whenever a service interaction occurs (Gundry et al., 1994 ; de...

... interviews have been applied successfully to the internet environment (Rao and Perry, 2003). Here, multiple qualitative methods were applied to the online environment to generate rich data and investigate managerial processes in detail. Internet Marketing strategy Strategic planning Qualitative...

...Len Tiu Wright © Emerald Group Publishing Limited 2005 --> Market research Marketing strategy Marketing theory Research methods Qualitative Market Research: Principles and Practice Edited by Gill Ereaut, Mike Imms and Martin CallinghamSage Publications2002ISBN 0 7619...

...Ashok Ranchhod; Cãlin Gurãu Successful marketing strategies depend very much on an organisation's ability to implement them. As the role of technology grows apace in marketing, it is important to understand how IT and organizational processes impact on the implementation of marketing strategies...

..., and develop their destiny in a very competitive marketplace. © MCB UP Limited 2001 Companies Turnarounds Marketing strategy Development Many “airport books” give interesting insights into the rescue of ailing companies, but many managers “on the ground” find that the problems of company...

... Limited 2001 Alliances Relationship marketing Uncertainty Marketing strategy Grönroos (1996, p. 9) argued that the changing competitive situation in world markets has led to a movement away from the transactional or four P’s model of marketing to one which “includes enhanced value around...

...Alan S. Zimmerman; Michael Szenberg While it is well accepted that good research is essential to developing the most effective international marketing strategies, until recently many warned that using qualitative techniques was fraught with pitfalls. However, no study had been completed which...

...Jillian Dawes; Reva Berman Brown Postmodern conditions and re‐evaluations of marketing theory are prompting a re‐consideration of marketing strategies and methodologies. This paper is concerned with research issues arising from these changes and uses the case of retailing financial services...

...Malcolm Robert Victor Goodman Offers a positive example of how small firms can benefit from low cost qualitative market research techniques to determine achievable advantageous marketing strategies. The issue of identifying “customer perceived value” was chosen as the prime focus. The experimental...

...Fotini Theodorakioglou; Len Tiu Wright This paper reports on research into the Greek drinks market with the comparison of the marketing strategies of a sample of indigenous Greek and foreign companies, the latter with subsidiaries operating in Greece. The methodology employed was a qualitative one...