Today the market for luxury goods and services is booming: from the $2 Million Bugatti
Veyron, through gem encrusted $700,000 Montblanc pens, to a mere $10,000 for a bespoke …

This paper investigates a structure of commercial Web sites, and then attempts to analyse
various patterns that emerge which may be of future use as a guideline to businesses that …

… Pierre Berthon is a professor of marketing at the University of Bath, England. JeanPaul
Berthon is a research associate, also at the Cardiff Business School of the University of Wales, …

The Web overcomes many of the traditional problems inherent in the marketing of international
services. In this new era of cyberservice, marketing managers must reappraise their …

The role of electronic networks in B2B relationships has been growing exponentially. From
massive internet B2B exchanges to tiny RFID chips, B2B is increasingly becoming e-B2B. …

Despite its importance, little is known about the prevalence of theory in the literature on
advertising research. Utilising a content analysis of the three premier advertising journals over an …

In this paper, the authors reflect upon the last half-century of branding research, offering both
integration and insight. They chart how the understanding of brands has evolved from mark-…

Stealth, or undercover, marketing involves the disguising of marketing communications that
marketers undertake to purposefully influence their audiences without the audiences being …

Through their websites, biotechnology firms communicate information about themselves and
their products to other members of their networks. These networks are made up of an array …

The growth of presence in the marketspace of the Web has been exponential, both in general
and within specific industries. While the academic literature on the phenomena is still in its …