haku: @indexterm ADVERTISING / yhteensä: 1883
viite: 275 / 1883
| Tekijä: | Brown, S. |
| Otsikko: | Tiocfaidh ár lá: Introduction to the special issue |
| Lehti: | Journal of Strategic Marketing
2006 : MAR, VOL. 14:1, p. 1-9 |
| Asiasana: | marketing strategy consumer behaviour advertising |
| Vapaa asiasana: | myths |
| Kieli: | eng |
| Tiivistelmä: | This introductory article presents the Special issue of Celtic marketing. The articles as follows: "Guinness and the role of strategic storytelling" by J. Simmons p. 11-18 ; "A tale of tales: the Apple Newton narratives" by : H. J. Schau and A. Muniz, p. 19-33 ; "Climbing a stairway to heaven: Led Zeppelin's Celtic embrace" by K. Drummond, p. 35-43 ; "Ryanair: the Cú Chulainn of civil aviation" by B. Boru, p. 45-55 ; "Matriarchal marketing: a manifesto" by L. Scott and L. Penaloza, p. 57-67 ; "A Celtic crossing: a personal, biographical exploration of the subjective meaning of the Celtic brand and its role in social identity formation" by C. Hackley, p. 69-76 ; "Exploit the Levitt Write Cycle" by A. Aherne, p. 77-87 ; "Celtic marketing: the fusion and companionship of art and science" by A. McAuley, D. Carson and A. Gilmore, p. 89-98. |
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