Increasing trade concentration in retail fields, particularly in consumer products, poses several problems for manufacturers. Among the greatest are (1) increasing retailer control of the marketplace, (2) more intense competition among sellers, (3) lack of brand availability in some markets, (4)...

Marketing value is not an oxymoron. Most, if not all, companies determine strategies and implement them with a common end‐goal—to satisfy customers while maximizing Return on Investment (ROI). It's the whole ballgame. Inning by inning, organizations that are making hefty investments in brand...

Purpose – The purpose of this viewpoint is to raise the issue of the development of marketing communication in and for emerging markets. Design/methodology/approach – This is a conceptual piece which is not supported by formal research. It is based on existing literature and the experience...