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Baines, Fill & Page: Marketing

Chapter 13

Research Insight 13.1
Melewar, T.C. (2003) Determinants of the Corporate Identity Construct: A Review of the Literature, Journal of Marketing Communications, 9, 4, 195-220
Research Insight 13.2
Cornelissen, J.P. (2001) Integrated marketing communications and the language of marketing development, International Journal of Advertising, 20, 4, 483-498
Research Insight 13.3
Jones, J.P. (1990) Ad spending: maintaining market share. Harvard Business Review, (January/February), 38-42
Research Insight 13.4
Crosier, K., Grant, I. and Gilmore, C. (2003) Account planning in Scottish advertising agencies: a discipline in transition, Journal of Marketing Communications, 9, 1-15