Journal of Product & Brand Management: Volume 2 Issue 3

Brand Equity in the Business‐to‐Business Sector: AN EXPLORATORY STUDY

Geoffrey L. Gordon, Roger J. Calantone, C. Anthony di Benedetto, Geoffrey L. Gordon, Roger J. Calantone, C. Anthony di Benedetto

Posits a stagewise learning process involved in the building ofbrand equity: brand birth; the creation of brand awareness andassociations; the building of quality and value…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/08858629210037263. When citing the…

Customer Knowledge Acquisition in the Business Products Market

Geoffrey L. Gordon, Roger J. Calantone, C. Anthony di Benedetto, Peter F. Kaminski

Examines how the business products‐marketing firm acquiresknowledge about its customers. Objectives include identifying the mosteffective means by which organizations can acquire…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/07363769210037033. When citing the…

The Pursuit of Marketing Productivity: HAS IT REPLACED THE MARKETING CONCEPT IN THE PACKAGED GOODS INDUSTRY?

Dan Ailloni‐Charas

Marketing realities in the packaged goods industry are changingrapidly as the channels of distribution become increasingly dominant indictating both marketing strategies and…

Marketing Myopia: An Integrated View

Michael D. Richard, James A. Womack, Arthur W. Allaway

Outlines the foundations and dimensions of marketing myopia andproposes a two‐dimensional classification of its several types. Presentsan integrated analysis which is intended to…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/08876049210035854. When citing the…