CMR Issue 11

Product Description

Issue 11 of the Cambridge Marketing Review focuses on Contextual Marketing and how marketers need to ensure that the marketing strategy and tactics they employ are the right for for the context of the industry/sector and the customer type. The issue the following features and articles:

• Making Brands Fit – Formula 1 – Jayne Connell, Interstate Creative Partners
• Ensuring Sustainable Competitive Advantage in the Mortgage Marketplace – Joanne Palfrey, Ipswich Building Society
• Airkix – An Experiment in Collective Leadership – Nick Wake
• The Cambridge Annual Marketing Lecture – Greg Roekens AMV/BBDO
• Five Cs for Successful Strategy – Andrew MacLennan
• Protecting Your Digital Self – Terry Savage
• Mind The Gap – Steve Bax
• Marketing Mashup – Peter Fisk
• Avatars as Sociability Factors on E-Commerce Sites – Antonio Alves and Ana Maria Soares
• The Success Story of Andre Rieu – Theo Dingemans

Additional Information