Understanding total brand value
Article Abstract:
Brands could be valued in several ways ranging from "consumer brand equity" to extreme financial methods developed by brand consulting firms. The various types of brand values are described.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
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Promised land
Article Abstract:
Changing nature of promises management which means delivering what is promised to the consumers, is discussed. Despite marketers' belief, over-delivering is not preferred by customers.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
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In the mix
Article Abstract:
The new trends in the marketing where customer focused approach is practiced are discussed. An ideal marketing model is presented as an example for the new marketing mix.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2005
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