Now showing items 1-3 of 3

  • Marketing communications and environmental turbulence : a complexity theory view 

    Mason, Roger Bruce (International Foundation for Research & Development (IFRD)http://ifrnd.org/Research%20Papers/J6%284%292.pdf, 2014-04)
    This paper investigates how the choice of different marketing communications activities is influenced by the nature of the company’s external environment, when viewing the environment through a complexity theory lens. A ...
  • Marketing communications and environmental turbulence : a complexity theory view 

    Mason, Roger Bruce (IFRDhttp://ifrnd.org/Research%20Papers/J6%284%292.pdf, 2014-04)
    This paper investigates how the choice of different marketing communications activities is influenced by the nature of the company’s external environment, when viewing the environment through a complexity theory lens. A ...
  • Word of mouth as a promotional tool for turbulent markets 

    Mason, Roger Bruce (Routledgehttp://dx.doi.org/10.1080/13527260701754258, 2008)
    Word-of-mouth advertising involves activities to encourage consumers to talk about a product or company to friends and neighbours, setting in motion a chain of communication that could spread through a whole market. Each ...