The Olympic Games promise great things; world peace and the transformation of the host city are but two ambitions of the Olympic Movement. The benefits and changes that the 2012 Olympics are supposed to bring to the London Borough of Newham-which will host some 80 per cent of the Olympic...

This paper deals with the problem of formulating a long-run competitive marketing strategy for a new product introduced into a market with classic growth, seasonal, and merchandising characteristics. The paper is divided into four parts. The first part describes the market model as well as the...

Philip Kotler is a name synonymous with the development of marketing as an academic discipline and operational practice over the last three decades. He has published not only the classical texts on the subject, like Marketing Management, but in recent times has added radical new interpretations,...

Firms are constantly exhorted to become more market driven. However, our study of 25 pioneering companies (e.g. Body Shop, IKEA, Tetra Pak) whose success has been based on radical business innovation indicates that such companies are better described as market driving. While market driven...