Purpose – Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities that marketers carry out....

Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has come to the fore. This paper uses a literature review and three mini‐case studies to explore the issues in the...

The underlying managerial rationale for segmenting markets is well established, with the marketing literature citing a range of benefits for businesses adopting a segmentation approach. Yet organisations frequently encounter difficulties in implementing segmentation principles. Even in the...

This paper reports findings from a study into how marketing academics and MBA students view segmentation. The research indicates that both respondent groups view segmentation as being more valuable in helping to understand customers than improving business performance. For MBA students there...

Robin Wensley explores all the basic analytical approaches required to inform a sound analytical approach to practical issues in the management of human organisations. Readers will gain crucial insight into the link between managerial theory and the key practical features of managerial...

Purpose – This paper attempts to shed light on a further understanding of the notion of corporate identity especially in relation to communication and visual identity, and its relevance for the organisation. Design/methodology/approach – The paper presents a main theoretical background...

Purpose – Firms face the challenge of working with other firms in their business network so as to increase the value of products and services offered to end customers and consumers. This often requires managers to invest in developing strong and effective business‐to‐business...

Purpose: The purpose of this paper is to provide insights into the association between physical and virtual trade fairs under the conceptual lens of engagement platforms. The authors build on the idea of business trade fairs (i.e. physical and/or virtual customer touch points) as learning and...

This paper focuses on students' perception of value, trust and loyalty and how these constructs connect in the context of higher education in Brazil. For this endeavor we conducted a survey among undergraduate business students in Brazil. The findings suggest that trust in faculty and trust in...