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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002572. When citing the article, please cite: Peter Doyle, (1990), “Building Successful Brands: The Strategic Options”, Journal of Consumer Marketing, Vol. 7 Iss: 2, pp .5 - 2.

How have retailers survived the recession, and who will prosper in the coming decade? In order to answer these questions, David Cook and Peter Doyle examined the strategies of a number of organisations which have managed to flourish in these times of trimmed margins and economic restraint. Their findings indicate that in future, retailers will have to adopt a sophisticated programme whereby their marketing effort aimed at generating a differential advantage in an expanded market share can be thoroughly integrated with a financial strategy or good accountancy.

Shows how, in researching new brands, it is important for the investigator to assess the existing market, to determine how consumers perceive brands and the nature of consumer preferences. States that because consumers are heterogeneous in their perceptions and preferences a spread of techniques have been proposed to analyse this problem. Posits that multidimensional scaling has some unique advantages and illustrates that there are practical applications of this set of techniques and points out their strengths and limitations in new product planning. Concludes that most brands compete in well‐established markets and suggests that multi‐dimensional scaling offers a useful approach to the brand‐positioning problem.

The environment in which U.S. universities operate is expected to become more difficult. This paper translates the marketing function, as developed for business, into a university setting. The recommendation is that universities need to revise management priorities; in particular: more responsiveness to the market, and, a shift from concern for internal efficiency to a concern for organizational effectiveness.

Examines branding strategies in the light of the debate about whether brands should be included on balance sheets. Discusses the factors involved in the creation of successful brands and how brands work. Concludes that there are four levers for developing successful brands: quality, service, innovation, and differentiation, and that the danger of including brands in balance sheets is that it leads to weaker rather than stronger branding strategies.

In a recent article, Ingleton described the inadequacy of salesmen selection procedures in many large British organisations. Investigations showed that few firms had systematic selection procedures based on proven criteria and operated by management experienced in the recruitment of sales personnel. On the contrary, selection was often decentralised and a responsibility of individual managers who,

Looks at the problem of segmentation in terms of the British car market. Identifies the distinctive needs. Media and characteristics of both British car buyers and buyers of imported makes. Gives a valid method for testing the existence of distinguishable market segments. Presents the implications of segmentation for marketing strategy.

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

Outlines the technique of nonmetric multidimensional scaling, revealing its uses and limitations in the field of market research. Presents various study results of consumer perceptions of convenience foods and of weekly newspapers in order to illustrate this. Suggests that nonmetric multidimensional scaling will be of future use in market research.