Volume 1, issue 3, December 1993

8 articles in this issue

The evolving message of the trade mark

Authors
- Katherine C Spelman
- Content type: Editorial
- Published: 01 December 1993
- Pages: 141 - 143
Positioning, price and profit: Lessons from the American cigarette war and elsewhere

Authors
- William T. Moran
- Content type: Practice Paper
- Published: 01 December 1993
- Pages: 147 - 150
Developing a new brand — the Transax story

Authors
- Tom Blackett
- Content type: Practice Paper
- Published: 01 December 1993
- Pages: 151 - 156
Opportunities for brands through arts sponsorship

Authors
- Terry Eccles
- Content type: Practice Paper
- Published: 01 December 1993
- Pages: 157 - 162
Product recall: The cost of putting the distribution chain into reverse

Authors
- Howard Abbott
- Content type: Practice Paper
- Published: 01 December 1993
- Pages: 163 - 167
Harnessing the power of market-leading brands: Part 1

Authors
- Joel R Evans
- Content type: Academic Paper
- Published: 01 December 1993
- Pages: 171 - 179
Shutting the door on the horse — a case study of an unsuccessful brand launch

Authors
- Owen H Dean
- Content type: Legal Paper
- Published: 01 December 1993
- Pages: 182 - 188
Legal update

Authors
- Isabel Davies
- Content type: Legal Paper
- Published: 01 December 1993
- Pages: 189 - 197