EDITORIAL
Editorial: To Our Readers and Supporters from the New Editor
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- Published online by Cambridge University Press:
- 31 January 2005, pp. 223-224
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Research Article
Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands
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- 31 January 2005, pp. 225-231
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Brand Logic: A Business Case for Communications
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- 31 January 2005, pp. 232-236
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Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard
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- 31 January 2005, pp. 237-243
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How the Pursuit of ROMI Is Changing Marketing Management
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- 31 January 2005, pp. 244-254
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How to Fill the Accountability Gap in Demand Creation
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- 31 January 2005, pp. 255-261
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Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study
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- 31 January 2005, pp. 262-270
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Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness
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- 31 January 2005, pp. 271-280
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The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth
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- 31 January 2005, pp. 281-296
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Advertising as Public Diplomacy: Attitude Change among International Audiences
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- 31 January 2005, pp. 297-311
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MANAGEMENT SLANT
Management Slant
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- Published online by Cambridge University Press:
- 31 January 2005, pp. 312-314
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