Do UK universities communicate their brands effectively through their websites?

This paper attempts to explore the effectiveness of UK universities’ websites. The area of branding in higher education has received increasing academic investigation, but little work has researched how universities demonstrate their brand promises through their websites. The quest to differentiate through branding can be challenging in the university context, however. It is argued that those institutions that have a strong distinctive image will be in a better position to face a changing future. Employing a multistage methodology, the web pages of twenty UK universities were investigated by using a combination of content and multivariable analysis. Results indicated ‘traditional values’ such as teaching and research were often well communicated in terms of online brand but ‘emotional values’ like social responsibility and the universities’ environments were less consistently communicated, despite their increased topicality. It is therefore suggested that emotional values may offer a basis for possible future online differentiation

Management and intrinsic hurdles in the development process of integrated communication between service providers and consumers

Integrated communication is an effective strategic tool that enables creating and maintaining tight dialogue and cooperation between service providers and consumers, managing communication chaos, information flow, matching consumers’ needs. Its successful application requires reorganizing the communication processes, implementing their strategic changes, introducing new attitudes towards work and new culture, striving for overall synergy. Under such changes, this article aims at identifying the hurdles hindering the effective integration of smooth service providers and consumers’ communication. Testing hypotheses based on a survey demonstrates that hurdles reflecting employees’ competences, integrated communication development resources and result evaluation are more frequent in the stage of communication channel integration than in the functional one

Fashion retailing – past, present and future

This issue of Textile Progress reviews the way that fashion retailing has developed as a result of the application of the World Wide Web and information and communications technology (ICT) by fashion-retail companies. The review therefore first considers how fashion retailing has evolved, analysing retail formats, global strategies, emerging and developing economies, and the factors that are threatening and driving growth in the fashion-retail market. The second part of the review considers the emergence of omni-channel retailing, analysing how retail has progressed and developed since the adoption of the Internet and how ICT initiatives such as mobile commerce (m-commerce), digital visualisation online, and in-store and self-service technologies have been proven to support the progression and expansion of fashion retailing. The paper concludes with recommendations on future research opportunities for gaining a better understanding of the impacts of ICT and omni-channel retailing, through which it may be possible to increase and develop knowledge and understanding of the way the sector is developing and provide fresh impetus to an already-innovative and competitive industr

Marketing: An Introduction 5th Edition

This easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 5th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition has been fully updated to include: New case studies and examples, offering truly global perspectives. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation and cutting-edge theory. A new and fully streamlined companion website, featuring a range of resources for students and lecturers. Focus boxes throughout the text such as Global, Research, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to. The new edition comes packed with features that can be used in class or uploaded onto a course management system and which students can use in their own self-directed study

Management and marketing A position paper

SIGLEAvailable from British Library Document Supply Centre- DSC:6217.4971(LBS-OP--14) / BLDSC - British Library Document Supply CentreGBUnited Kingdo

MNE executive insights into international advertising programme standardisation

The standardisation/adaptation debate in international advertising has been a key topic of discussion among practitioners and academics for over 40 years (Agarwal 1995). The purpose of this paper is to identify the factors that influence executive decisions to standardise or adapt as determined by experienced international marketing executives working for large multinational enterprises (MNEs). The investigation initially provides a review of existing literature about the constructs under investigation and then, through in-depth qualitative interviews, it aims to develop an understanding of the factors executives consider important in the standardisation/adaptation decision in order to develop their international advertising strategies. This paper suggests that recognition of the impact of competition, culture, education, marketing institution and consumer related determinants have increased in importance over the years, affecting decisions of advertising theme, creative expression and media mix. Of these, advertising theme is the easiest and most appropriately standardised theme, whereas, creative expression and media mix are most susceptible to adaptation as per the requirement of the MNEs. The paper concludes by highlighting managerial and academic implications