Marketing Intelligence & Planning: Volume 24 Issue 4

A comparison of marketing teaching methods in North American and European universities

Inés Küster, Natalia Vila

To compare marketing education methods in Europe and North America, and analyse the opinions about effectiveness underpinning educators' choices among available options.

Transition to a market orientation in China: preliminary evidence

Ian Bathgate, Maktoba Omar, Sonny Nwankwo, Yinan Zhang

The research objective was to assess the challenges of transition that firms face in adopting a market orientation in China, as the basis for providing a context‐specific…

Corporate branding versus product branding in emerging markets: A conceptual framework

Henry Yu Xie, David J. Boggs

To build a conceptual framework for the development of branding strategy from the pint of view of a Western firm entering a market in a developing economy.

The globalisation of Chinese brands

Ying Fan

To examine the state of health of branding in China, focusing on the performance of major Chinese enterprises in creating brands (as distinct from brand names), sustaining them in…

Marketing to Chinese consumers on the internet

Jun Yu

To provide an objective assessment of the current and future potential of China as an environment for the practice of internet marketing.

Case study of a successful internet advertising strategy in Hong Kong: a portal for teenagers

Ronnie Chu Ting Cheung

To identify key success factors related to internet advertising, in the specific case of a portal directed at a teenage audience in Hong Kong; to derive a generally applicable…

Consumers' “mental accounting” in response to unexpected price savings at the point of sale

Hwan Ho Ha, Jung Suk Hyun, Jae H. Pae

To investigate shoppers' decision‐making behaviour under conditions of expected and unexpected in‐store price discounts, using mental accounting theory as the analytical framework.

Editorial

Keith Crosier, David Pickton