Within a short period of just over a decade, IMC has swept around the world and become
the accepted norm of businesses and apparently the agencies that service their needs. Here …

At the crossroads of old customs and modern thinking, Chinese women experience a mixture
of traditional culture and modern-world tendencies. On the one hand, they obtain great …

Although Chinese manufacturers are considered as latecomers or followers in global
commodity chains, they have also been experiencing rapid progress in upgrading performance …

This conceptual paper concerns information processing, and focuses on the methods and
mechanisms used by marketers and academics in attempting to explore mental processes, …

The all‐important focus upon brands and brand success is underpinned – of necessity – by
well‐designed and well‐executed integrated marketing communications (IMC). This …

Since 1990 in New Zealand, and 1997 in the USA, legislation has controversially allowed
brand owners to advertise prescription drugs direct to consumers (DTC), with advertising …

Providing a framework for integrating aspects of externally directed corporate and marketing
communication efforts, this paper makes a case for the communication of positive and …

SME communication activities have received limited research attention and their potential
may be misunderstood if conventional communication activities appear more intuitive than …

Research into direct-to-consumer (DTC) advertising of prescription drugs is extensive in
individualistic cultures. In contrast, using Hofstede's classification to select representative …

Marketing communication can cover practice across a wide range of marketing contexts, from
large companies and political movements to small companies and individual traders. In the …