Looking back at a century of innovation, the marketing profession has reason to celebrate its
many contributions to the rise of economic wealth in Western nations. The marketing …

Trending topics plus future challenges and opportunities in brand management | Journal of
Brand Management Skip to main content SpringerLink Account Menu Find a journal Publish …

Brands are one of marketing's main foci. But while the American Marketing Association's
official marketing definition continues to evolve, its brand definition has remained stagnant …

In response to calls by macromarketing scholars, this article introduces transformative
branding to demonstrate how branding—a process traditionally conceptualised at the firm …

A successful brand is one of the most valuable resources a company has. Should the brand
become powerful, it is supposed to reflect rational and emotional expectations of consumers …

En mayo de 2019, en una Feria del Libro colmada de militantes, Cristina Fernández de
Kirchner lanzó Sinceramente y revolucionó tanto la agenda mediática y política como el …

This paper uses the Economic Market mechanisms and the 4P Marketing Mix as lenses to
review the context of UK higher education (HE) and to explore the relationship between the …

Purpose Driven by the visible proliferation of marketing scholarship dedicated to the topics
of food marketing and consumer well-being, this study aims to examine the prevailing …

Purpose–The purpose of this paper is to explore brand transformation and the value
slippage that can ensue. Design/methodology/approach–This is a conceptual paper …

Within a dominant marketing ideology, a firm's strategic orientation is grounded in the
exchange of value with potential and existing customers and collaborators. Beyond an …