European Journal of Marketing: Volume 34 Issue 5/6

Commentary: Princely thoughts on Machiavelli, marketing and management

Michael J. Thomas

Machiavelli is too often and quite wrongly impugned. Rather than being the master of intrigue, he should be valued as the first political scientist. He deduced what brought…

Global corporate visual identity systems: using an extended marketing mix

T.C. Melewar, John Saunders

Designers have used Corporate Visual Identity Systems (CVIS) to widen the communications mix. Using name, symbol and/or logo, typography, colour and slogan, a CVIS helps transmit…

Computer‐based support for marketing strategy development

Shuliang Li, Russell Kinman, Yanqing Duan, John S. Edwards

Reports on an investigation of computer‐based support for developing marketing strategy. First, on the basis of a literature study, the nature of marketing strategy development is…

Structuring the marketing function in complex professional service organizations

Angus W. Laing, Lorna McKee

The organization of the corporate marketing function has attracted increasing attention from marketers in the 1990s. This reflects both the significant conceptual developments in…

The organizational barriers to developing market orientation

Lloyd C. Harris

Although there has been much academic discussion of employee behaviours as potential barriers to market orientation, comparatively little attention has been focused on…

Organizational learning style and competences: A comparative investigation of relationship and transactionally orientated small UK manufacturing firms

I. Chaston, B. Badger, E. Sadler‐Smith

In the literature, relationship orientated firms are being advised to exploit organizational learning as a route through which to acquire the knowledge required to survive in…

The impact of self‐monitoring on image congruence and product/brand evaluation

Margaret K. Hogg, Alastair J. Cox, Kathy Keeling

The relationship between self‐image and product/brand imagery remains an important area of concern in marketing research and marketing practice because of its impact on…

IMC, brand communications, and corporate cultures: Client/advertising agency co‐ordination and cohesion

Lynne Eagle, Philip J. Kitchen

The concept of integrated marketing communication (IMC) has received considerable coverage in the literature, but even its most ardent supporters have noted problems in…

Co‐operation and competition: a Darwinian synthesis of relationship marketing

Adrian Palmer

Co‐operation is a defining characteristic of ongoing buyer‐seller relationships, yet selfishness lies at the heart of Darwinian models of evolution. Discussion of relationship…

Repercussions of consumer confusion for late introduced differentiated products

George Chryssochoidis

Late introduced differentiated products are at a disadvantage compared to existing products in the marketplace as they suffer from consumer confusion regarding such…

Environmentally responsible purchase behaviour: a test of a consumer model

Scott B. Follows, David Jobber

A consumer model of environmentally responsible purchase behaviour was tested using covariance structural analysis. The model successfully predicted the purchase of…

Sustainable Marketing: Managerial‐Ecological Issues

Michael Saren