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RELATIONSHIP MARKETING: I want to be your friend - Online interaction gives companies the chance to form real, lasting and profitable relationships with their customers. But like any relationship, you have to work at it, says Clarence Henderson

31 Dec 2000 | by CLARENCE HENDERSON

web as a vital element in any brand building programme for a company like Carlsberg Malaysia ...

BRAND BUILDING: A brand is more than the sum of its square parts - Companies have been building

30 Nov 2000 | by ROB BURGESS

In the offline world, brands can get a bit cocky. If your luxury car continually breaks down, for example, chances are you'll blame your local mechanic, the state of the roads or even your own driving before you'll realise that the model you drive is flawed. Even then, the brand's heritage may...

EDITORIAL: Trust in a brand is earned, not bought

30 Nov 2000

the feature on brand building on page 44, they are having to reach equal levels of brand trust in ...

SAMSUNG - THE CHAEBOL AWAKES: When Samsung Electronics realised its offline expertise closely matched the skills needed to build an empire online, it got busy doing just that, as director of e-commerce Huh Ki Youl tells Rachel Oliver

31 Oct 2000 | by RACHEL OLIVER

, supply chain management and brand building to name a few things - but it also holds the power to decide ...

 

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