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Retro marketing has become a staple in sport marketing practices. Teams and leagues are attempting to connect their fans to the past in a magnitude of ways. Despite the influx of retro marketing in sport, there has been no examination of it to date. This study examined the various usages of retro marketing in sport and through an inductive approach created a framework that categorized and broadly defined each usage. The five practical areas of retro marketing in sport were constructed: imagery, merchandising, venue, gameday promotions, and advertising. The authors shaped and framed retro marketing in sport through these five dimensions, as they encompassed the retro marketing practices examined and are often relied upon marketing elements. Further, the authors suggest multiple avenues for future research on this topic, including understanding a sport organization's usage of these practices and the impact they have on sport consumers. Keywords: retro marketing, conceptual framework, nostalgia, brand management, strategic marketing, Introduction It has become commonplace for sport teams and leagues to utilize retro marketing, often coined with phrases like 'throwback' or 'turn back the clock night.' Despite the heavy usage [...]

In the last decade, design innovation has gained increasing prominence in the marketplace, with a growing number of firms innovating not only through technology but also through novel product forms [...]

ABSTRACT Brand marketing in its latest global advances offers ideologies of public participation and the audience-'provider' relationship that many in the developing world are finding compelling, even when consumer capitalism [...]

The article focuses on effective utilization of online social networks to enhance brand identity, connect with consumers, and address bad-publicity scenarios.

The article recommends four uses for new media: communicating a clearly defined customer promise, creating trust via delivering on the promise, regularly improving on the promise, and innovating past what is familiar.

Steps are presented for addressing attacks on corporate public image. These include responding promptly, avoiding disproportionate displays of force, empowering employees to present the firm's position, and stockpiling credentials to bolster credence.

Consumers are increasingly using social media to engage with brands, extending their interaction with companies beyond the conventional product research-and-purchase process. This new engagement can help direct firms to better utilize their resources to promote their brands and enhance customer relations.

CASE DESCRIPTION The primary subject matter of this case concerns strategic decision-making. Secondary issues examined include how companies use strategic and financial objectives to make good business decisions. This case has a difficulty level that is appropriate for senior level students in an undergraduate business program. The case is designed to be taught in less than three class hours and is expected to require 2 to 4 hours of outside preparation by students. CASE SYNOPSIS In this case, students are challenged to make an everyday business decision using strategic decision-making. Specifically, students must analyze and recommend the best promotion, while making sure the promotion meets the brand's established guidelines and ensuring that it generates the maximum profit. At first this decision may seem somewhat straightforward, but making sure the decision meets all of the established guidelines and brand objectives may challenge some students. That's because students will need to select the appropriate promotion by evaluating the promotional programs, brand guidelines, available product sizes, trial estimates, redemption rates and product contribution margins to ensure they recommendation the best promotion for the Fantastic Brand. This is a practical case based on a real-life scenario. Managers are faced with decisions on how to spend or allocate company resources everyday. It is important that managers ensure that all of the activities result in the resources being used effectively and efficiently. In order to do this, companies need to have established guidelines and objectives that are used by managers when making everyday decisions that utilize company resources. This can be accomplished by implementing an effective strategic management framework that can help an organization provide clarity, align employees to organizational objectives and improve decision-making. Overall, this case provides a straight-forward example on how using strategic decision-making can help managers to make good business decisions., INSTRUCTORS' NOTE Using the case analysis method can be an effective way to address or improve course outcomes. With so many different concepts and theories being presented in a typical [...]

The business world has been using corporate branding and relationship marketing to build customer loyalty and satisfaction. In recent decades, individuals have applied the tenets of branding to themselves to create the idea of personal branding--marketing yourself as your own brand. By thinking in terms of personal branding and relationship marketing, distance education librarians can more effectively reach out to remote students and build long term relationships that are beneficial to both students and librarians. KEYWORDS branding, marketing, relationship building DOI: 10.1080/01930826.2010.488928

The article chronicles the success of AFLAC Inc. insurance company's well-known marketing icon, the AFLAC duck. The marketing campaign has enjoyed particular success in Japan, where AFLAC now insures one out of four households.

The article recommends that companies focus on communities in order to build strong brands that will foster customer loyalty.

Introduction Dr. Susan Hofacre, Director of Athletics at Robert Morris University (RMU), walked out of Massey Hall toward her car after her weekly Friday meeting with the University President. Susan [...]

A fictitious brand extension scenario is presented, with contributors providing suggestions and advice. The company's struggles with expanding the brand may be alleviated by improving consumer research, focusing on emotional responses to products and services.

A fictitious marketing scenario is presented, with contributors offering recommendations. The issue involves maintaining a brand's identity based on customer perceptions of authenticity. Advice ranges from promoting a corporate vision to encouraging employee passion for the products and services their company provides.

A fictional hotel branding and marketing scenario is presented, with contributors providing advice and recommendations. The issue is whether the hotel should adopt the corporate brand or be marketed under its own brand. Suggestions include an exclusive single-brand marketing campaign.

Abstract This article is focused on the manner in which Elizabeth Hurley's career is now centrally located within the world of fashion; not merely as a model advertising the wares [...]

This article draws on primary and secondary data to provide insight into the processes and conflicts over efforts to brand New Orleans as an entertainment destination from the 1990s to the present. The author identifies the key actors and organized interests involved in branding New Orleans, the rationale and logic of branding, and marketing strategies used to enhance place distinctiveness. The second half of the article describes the impact of Hurricane Katrina on New Orleans's tourism sector and examines efforts to rebrand the city. The article points to the problems, contradictions, and unpredictabilities of urban branding. This analysis provides an important opportunity for theoretical development and offers a unique perspective for understanding urban branding as a contested and conflictual process of homogenization and diversification. Keywords: tourism; branding; New Orleans.

Five principles for creating a leadership brand are presented and discussed. These are obtaining leadership prerequisites, linking executive abilities to corporate reputation, assessing leaders using the leadership brand framework, allowing investors and customers to guide training, and tracking long-term success.

Discussion focuses on the influence of price reductions on sales and how this eventually weakens brands. The importance of emphasizing product development and advertising and investing in new distribution forms is delineated.

Marketing of tourist destinations by using branding theories of image and personality is discussed.

Six authenticity attributes are identified for wine industry marketing: quality commitments, stylistic consistency, heritage and pedigree, relationship to place, downplaying commercial motives, and method of production.

The article examines customer purchasing as hiring a product or service to do a particular job, and cautions against market segmentation strategies that significantly alter the way in which the product or service performs its job. Extending product/service brands while avoiding destroying them include developing many products that target a common job, and developing a single product that targets many jobs.

Guidelines are presented for forging a link between employees and the brand to improve customer service. These focus on leveraging employees' areas of expertise, fostering community spirit, sharing the business context such as performance and strategy, and promoting morale.