For most of its existence advertising has focused on attracting customers. More recently, enlightened organisations have recognised the need to expand their communications efforts to incorporate all stakeholders, not only end-users. The marketing literature has begun to address stakeholder...

In sports, the Most Valuable Player award goes to the individual or group of players who have contributed most to the success of the team. This paper presents the results of two Australian empirical studies conducted six years apart, which suggest that, in business, employees are the most...

Purpose: The purpose of this paper is to examine external event stakeholders’ strategic actions to advance their interests in tourism events, based on their resource relationships with the event. It takes the novel approach of examining stakeholder influence strategies from the external...

Operating in a progressively more competitive and turbulent environment, nonprofit organizations are beginning to recognize the need to become more "businesslike" and of the value of marketing in achieving a competitive advantage. Whilst marketing alone is not purported to be a "quick-fix"...

In arguably the most dynamic period in the history of marketing, and in particular the management of marketing communication, the challenges and opportunities presented by online marketing are both immense and unprecedented. In an effort to understand how these challenges are perceived at the...

The processes of consumer perception and decision making remain relatively complex phenomena despite the depth of research undertaken in the area. One way in which these processes may be influenced is through the explicit mentioning of product attributes in advertising. This study investigates...