Search results

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

An updated version of the original (1985) text, the book covers all aspects of marketing and selling bank services: the role of marketing; behaviour of customers; intelligence, planning and organisation; product decisions; promotion decisions; place decisions; price decisions; achieving sales. Application questions help to focus the readers' minds on key issues affecting practice.

Addresses the standardization of the measurements and the labels for concepts commonly used in the study of work organizations. As a reference handbook and research tool, seeks to improve measurement in the study of work organizations and to facilitate the teaching of introductory courses in this subject. Focuses solely on work organizations, that is, social systems in which members work for money. Defines measurement and distinguishes four levels: nominal, ordinal, interval and ratio. Selects specific measures on the basis of quality, diversity, simplicity and availability and evaluates each measure for its validity and reliability. Employs a set of 38 concepts ‐ ranging from “absenteeism” to “turnover” as the handbook’s frame of reference. Concludes by reviewing organizational measurement over the past 30 years and recommending future measurement reseach.

The aim of this conceptual paper is to review Bernstein’s communication wheel to make it a tool that can be used in the selection of a corporate communication mix.

A critical analysis of Bernstein’s communication wheel shows it to be a checklist, a starting point in the examination of corporate communication mix, but it is not as such of great help to the decision maker.

The findings of reviewing literature highlight that the principle of a clear distinction between strategic decisions and operational decisions is applicable also in the field of corporate communication. For each stakeholder relationship, the authors’ framework suggests typical combinations of activities and means to be used. These combinations are useful to experiment with expert systems which are functional to the choices of corporate communication mix.

The analysis of communication gaps gives directions for formulating strategic decisions. In this framework, tactical decisions concern the components of the communication mix architecture (or communication chain): activities, means and vehicles of communication. On the contrary, Bernstein’s communication wheel includes only generic channels (or media) and gives no indications as to the architecture of the communication mix.

This study illustrates the hierarchy of decisions relating to corporate communication mix, the communication wheel could also be useful in communication planning. If this assumption is held to be true it then becomes possible to lay out a framework for a progressive decision-making path that means making sequential choices (first strategic, then tactical). In the stakeholder approach, the aim of strategic decisions is to choose the stakeholder groups on which a firm has to focus its corporate communication activities.

The purpose of this paper is to highlight the various means of communication available to franchisors in attracting prospective franchisees more effectively than their competitors. In addition, it explores the potential use of Web 2.0 resources by franchisors.

The simultaneous use of various means of communication by franchisors is examined through a case study. The authors have chosen one of the largest franchised chains in the world, which is in the process of expanding its chain of restaurants in many countries, with France being heavily targeted: Subway.

This case study reveals the complementarities of push communication, pull communication, and communication relayed by influencers, along with the development of new means of communication through the use of Web 2.0 tools (Facebook, LinkedIn, YouTube, etc.).

This paper contributes to the stream of franchising and hospitality management literature. The limitations encountered stem mainly from the case study methodology.

The implications of this research for franchisors relate primarily to the means of communication used in order to appear more attractive in the eyes of potential franchisees. This paper also provides prospective franchisees with a list of sources available to collect useful information in selecting the best‐suited franchised chain to join.

Few papers have assessed the way new franchisees are attracted from a franchisor's perspective. The study of franchisor communication strategy and franchisor use of Web 2.0 resources to bring in new franchisees is indeed original, in comparison with the existing literature.

This paper, a theoretical article, aims to revisit the augmentative and alternative communication (AAC) communication model and its transmission processes and interface as proposed by Lloyd, Quist and Windsor in 1990. More specifically, the focus of this paper is on the classifications of the SELECT (i.e. the means to select symbols) and TRANS (i.e. the means to transmit messages) components of the AAC transmission processes and interface.

The field of AAC is evolving at a rapid rate. As the field continues to evolve in terms of its clinical, social, research and theoretical underpinnings, it is incumbent upon academics and practitioners in AAC to be cognizant of terminological and theoretical changes that may be needed to keep pace with the evolution of the field.

The authors welcome feedback from academics and clinicians with the hope that a more thorough discussion will lead stakeholders to more accurate and descriptive terminology related to the means to select and transmit components of the AAC model transmission processes.

The goal of this article was to suggest that the aided versus unaided classification continue to be used to classify the means to select but a new taxonomy be adopted for the means to transmit, thereby eliminating the use of the terms high and low technology. Terminology developed to describe TRANS should be unambiguous, include both expressive and receptive communication and be clinically relevant. In the opinion of the authors, the proposed taxonomy meets all three of these criteria.

This article aims to provide a critical understanding of contextual issues surrounding international business from a political economy of communication perspective.

The approach is based in classical dialectics and proceeds from a Marxian perspective. It includes a literature review of major theorists in political economy of communication and an analysis of present institutional relationships that frame international business in the context of corporatism.

The main argument is that current practices that dominate international business can no longer be considered as any kind of capitalism and that political economy of communication is necessary for comprehending this system. Current business practices are a form of corporatism in which ownership is separated from control, business is separated from industry, and the idea of a “going concern” is subject to “overriding concerns”. To understand the implications of these factors, political economy of communication needs new theories of value, labour, mediation, and meaning.

The work is limited by the current pace of change, by alternative, non‐Marxist definitions of capitalism which are not taken into account here, and by the variegated nature of global business practices. The work is limited to dominant practices and definitive relationships.

The paper provides a useful perspective for understanding the future direction of international business, specifically in terms of communication, culture, and understandings of value.

This paper offers an alternative, non‐capitalistic view of “globalisation” within a Marxist framework and proposes a new theoretical and analytical synthesis for political economy of communication.