search query: @journal_id 128 / total: 433
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| Author: | Caller, L. Byfield, S. |
| Title: | Horses for courses: stewarding brands across borders in times of rapid change |
| Journal: | Journal of the Market Research Society
1997 : OCT, VOL. 39:4, p. 589-602 |
| Index terms: | CHANGE BRANDS MARKETING |
| Language: | eng |
| Abstract: | In today's complex and changing world, models that can help guide marketing processes and thinking are extremely valuable. In this paper the application of a recently developed model to the management of transnational brands and the development of advertising is considered. After a brief description of Mary Goodyear's consumerisation continuum model its application to stewarding transnational brands is then discussed. The effect of the modern media communications scene on consumers' beliefs and attitudes is explored in detail. |
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