Echoing the shift in orientation from transactional to relationship marketing (Gronroos 2006), th... more Echoing the shift in orientation from transactional to relationship marketing (Gronroos 2006), the debate over the process of branding has moved from a managerially closed to a socially open orientation (Pitt, Watson, Berthon, Wynn and Zinkhan 2006) creating a multidisciplinary intellectual puzzle. In light of the 'limit attitude' approach in critical marketing (Tadajewski and Brownlie 2008), this paper attempts to make sense of this puzzle through a critical examination of the evolution in branding thought. The paper concludes by developing a synthesis, through a constructed tree metaphor, which conceptualizes the multidisciplinary process of branding within a single organic (holistic and integrated) framework.
So long as it remains hostage to the agenda of the world's most powerful states, the UN canno... more So long as it remains hostage to the agenda of the world's most powerful states, the UN cannot live up to its foundational mandate
Echoing the shift in orientation from transactional to relationship marketing (Gronroos 2006), th... more Echoing the shift in orientation from transactional to relationship marketing (Gronroos 2006), the debate over the process of branding has moved from a managerially closed to a socially open orientation (Pitt, Watson, Berthon, Wynn and Zinkhan 2006) creating a multidisciplinary intellectual puzzle. In light of the 'limit attitude' approach in critical marketing (Tadajewski and Brownlie 2008), this paper attempts to make sense of this puzzle through a critical examination of the evolution in branding thought. The paper concludes by developing a synthesis, through a constructed tree metaphor, which conceptualizes the multidisciplinary process of branding within a single organic (holistic and integrated) framework.
So long as it remains hostage to the agenda of the world's most powerful states, the UN canno... more So long as it remains hostage to the agenda of the world's most powerful states, the UN cannot live up to its foundational mandate
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Papers by Ayman Amir