Knowledge that Transforms

The Editor in Chief and Area Editors of Marketing Science are indebted to their guest area editors and the ad hoc reviewers, who provide expert counsel and guidance on a voluntary basis. The following list acknowledges the contribution of guest area editors and ad hoc reviewers who served from January to December 2005. We gratefully appreciate their support. Steven M. Shugan

Brand and branding have been around for centuries as a means to distinguishing the goods and services from another suppliers. It is the new field of management, which has growed very fast. The brand is the most valuable asset of a company. The development of strong brand is difficult task. It needs several steps and key concepts. The paper discuss some features of the project Made in Montenegro as the first institutional and general promotional project in national economy. It started in 2003. and has had three steps. In the paper we have analyzed some benefits for Montenegro's companies. Branding is difficult future task for many our companies.

Chat rooms, recommendation sites, and customer review sections allow consumers to overcome geographic boundaries and to communicate based on mutual interests. However, marketers also have incentive...

Marketing theorists and experts try to develop business efficient organization and to get marketing performance at higher, business integrated level since its earliest beginnings. The core issue in this paperwork is the dialectic and practical approach dilemma should we develop integrated or integral marketing approach in the organization. The presented company cases as well as dialectic and functional explanations of this dilemma clearly shows that integrated marketing is narrower approach than integral marketing if we take as focal point new, unique and completed entity. In the integration the essence is in getting different parts together, which do not have to make necessary the new entity. The key elements in the definition of the integral marketing are necessity and holistic, e.g. necessity to develop new, holistic entity.

In contrast to other marketing activities, advertising is usually outsourced---historically, to an integrated full-service advertising agency that provides both creative and media services. Recentl...