Within-country diversity: is it the key to South Africa's prosperity in a changing world?

Article Abstract:

Based upon research, two points emerge regarding marketing: companies need to correctly understand consumers and their differences, and businesses need to take emerging markets more seriously. Though this data derives from South Africa, it is applicable to most of the world.

Foreign operations, Management dynamics, Developing Countries, Management, Economic aspects, Company business management, Emerging markets

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IMC-performance relationship: further insight and evidence from the Australian marketplace

Article Abstract:

Using management audit technique devised by Duncan and Moriarty, this paper shows that firms with higher levels of integration in the marketing of marketing communications achieve higher levels of brand-related performance.

United States, Marketing, Methods

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An international review of sponsorship research: extension and update

Article Abstract:

This paper presents research information from survey of scholarly publications related to the rise and use of sponsorship (market research). This paper is a continuation of research conducted by Cornwell and Maignan.

Europe, Market Research, Market Research & Product Development, Marketing research

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