Advertising and Communication Management

Marketing is...

Underlying Dimensions and Communications Strategies of the Advertising Agency-Client Relationship

Borrowing concepts from both services and industrial marketing, this paper examines the advertising agency-client relationship, revealing that active relationship management tod...

Why business models matter.

"Business model" was one of the great buzz-words of the Internet boom. A company didn't need a strategy, a special competence, or even any customers--all it needed was a Web-bas...

Market Positioning in High Technology

In an excerpt from his new book, The Regis Touch, Silicon Valley marketing consultant Regis McKenna—who has been called the high priest of high tech—offers timely advice on the ...

Advertising and Promotion Management