Implications of globalization on customer relationship management
Working Paper
McDonald, R. C., & Eagle, L. (2000). Implications of globalization on customer relationship management. Massey, New Zealand
All Outputs (45)
Spatial competition and store location in shopping centres
Working Paper
Carter, C. C., Haloupek, W. J., & Eagle, L. (1999). Spatial competition and store location in shopping centres. Massey, New Zealand
Building brands or bolstering egos? A comparative review of the impact and measurement of advertising on brand equity
Working Paper
Eagle, L. (1999). Building brands or bolstering egos? A comparative review of the impact and measurement of advertising on brand equity. Massey, New Zealand
IMC, brand communications and corporate cultures: Client / advertising agency co-ordination and cohesion
Working Paper
Eagle, L. (1999). IMC, brand communications and corporate cultures: Client / advertising agency co-ordination and cohesion. Massey, New ZealandThe concept of integrated marketing communication (IMC) has received considerable coverage in the literature, but even its most ardent supporters have noted problems in translating the concept into reality. Reports on an extensive two‐phase study of... Read More about IMC, brand communications and corporate cultures: Client / advertising agency co-ordination and cohesion.
Advertising effectiveness measurement: A review of industry research practice
Working Paper
Eagle, L., Hyde, K. F., & Kitchen, P. J. (1998). Advertising effectiveness measurement: A review of industry research practice. Massey, New Zealand