The metamorphosis of marketing - how will the market research industry adapt?

Article Abstract:

Six main changes in marketing practice which are currently important are that the marketing concept now includes relationship marketing, marketing has changed from being customer-led to being a response to organisational issues and it is no longer a separate department but is an integral part of organisations. Success is not measured by financial results but by both financial and operational criteria. Information technology has become an essential part of an organisation's marketing strategy. The working environment has also changed.

Management, Marketing industry

---

Evaluating the value of global brands in Latin America

Article Abstract:

Research into brand equity of international credit card and automobile brands in Argentina, Colombia, Chile and Brazil reveals that both credit card brands and automobile brands are perceived differently in each country. Factors influencing this perception include familiarity level, time of existence in the market and the various aspects of brand equity construction. A single global brand positioning strategy is generally not sufficiently strong to guarantee success in any specific market, given regional distinctions.

Product management, Latin America, Brand choice

---

Relationship Marketing - The Emperor's new clothes or a paradigm shift?

Article Abstract:

Relationship marketing is an increasingly popular form of marketing which tends to feature a very limited number of relationships between supplier and consumer or salesperson and buyer. Some categorise it under the heading of services marketing. It needs to be applied more specifically after detailed research to become more effective.

Similar abstracts:

• Abstracts: The face of China future. When will the good times roll again?
• Abstracts: The merit of waiting. Carrot and stick
• Abstracts: Perils of restructuring Indonesia weigh on the minds of domestic and international investors
• Abstracts: Analysis of the temporal decomposition procedure for scheduling with release and due dates. Aircrew schedule generation using repeated matching
• Abstracts: A precarious peace: making the Dayton agreement work is a high-wire balancing act. Brotherhood and disunity

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.