Stuck in the middle

Thomson, Kevin
August 2003
Brand Strategy;Aug2003, Issue 174, p12
Trade Publication
Provides information on issues related to internal branding. Use of effective marketing strategies; Awareness on the number of satisfied internal customers; Way of achieving brand sustainability.


Related Articles

  • IMPORTANCE OF THE CONVENIENCE OF USE OF AGROALIMENTARY PACKAGING IN DETERMINING SATISFACTION. Ltifi, Moez; Gharbi, Jamel-Eddine; Kammoun, Mohamed // Interdisciplinary Journal of Contemporary Research in Business;Feb2012, Vol. 3 Issue 10, p937 

    The objective of this research is to study on the one hand, the impact of the convenience of use of agroalimentary packaging on the perceived quality of the product. Of another share, to test the effect of the perceived quality of the product on the level of consumer satisfaction. The...

  • How your product helps the customer is what sells it. Gitomer, Jeffrey // Inside Tucson Business;11/19/2007, Vol. 17 Issue 23, p12 

    The author reflects on how to use product knowledge to make a sale in Tucson, Arizona. He offers a checklist of items that consumers need to know about a product or service, including the description of the product, its usage and its value. He contends that salespeople must differentiate...

  • Looking for a Few Good Metrics. Hall, Robert // ABA Bank Marketing;Jul/Aug2004, Vol. 36 Issue 6, p12 

    Focuses on the need for corporate management to integrate the right metrics that appeal to their customers. Factors that lead to growing skepticism on the part of consumers regarding purchase price; Discussion on emerging metrics that consumers use to assess the value propositions of a business.

  • 'It's all about me': marketing in a slow economy. Hudson, Adams // Contractor Magazine;Mar2008, Vol. 55 Issue 3, p48 

    The author reflects on the importance of costumer or consumer for effective marketing technique of a certain product in the U.S. He describes customers as the primary factor of the business as they consumed commodity products. He cites some effective tips that are useful in developing effective...

  • Improving your brand. HUGHES, CARL // LP/Gas;Jul2010, Vol. 70 Issue 7, p40 

    The article focuses on the importance of companies to take a comprehensive approach in their branding strategy to compromise their promises to customers about product and services expectations. It notes several components of a brand strategy including brand differentiation, brand relevance and...

  • Make the best of rejection. C. A. // Competitive Advantage (Douglas);6/11/2010, p1 

    The article provides tips to achieve a future sale based on the rejections of customers which include the consideration of the objections, impress the customers through an additional expert advice even if they will not buy the product, and show willingness to win their business.

  • Brand Portfolio Strategy and Firm Performance. Morgan, Neil A; Rego, Lopo L // Journal of Marketing;Jan2009, Vol. 73 Issue 1, p59 

    Most large firms operating in consumer markets own and market more than one brand (i.e., they have a brand portfolio). Although firms make corporate-level strategic decisions regarding their brand portfolio, little is known about whether and how a firm's brand portfolio strategy is linked to its...

  • Technology helps reach 'market of one'.  // Marketing News;11/04/96, Vol. 30 Issue 23, p18 

    The article provides information on the Summer 1996 issue of the periodical "Marketing Management." Christopher W. Hart's cover story "Made to Order" focuses on the success of the Ritz-Carlton hotel. It points out that more and more customers perceive value in products and services that are as...

  • PEER-TO-PEER. Smith, Kristen L. // Promo;Mar2009, Vol. 22 Issue 3, p36 

    The article provides information on the ways to leverage word-of-mouth marketing of a certain company. It states that to strengthen this type of marketing, the company should engage their customers in an open conversation and when concerns are raised it should respond promptly and honestly. It...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics