African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 158

Table of Content: January 2013; 5(1)

January 2013

The recruitment market practices of travel agencies in the Gauteng province of South Africa: What is the status quo?

Most research on relationship marketing focuses on the building of relationships between a business and its customers. Little research considers the application of relationship marketing principles to the recruitment market of a business. The purpose of this article is therefore to indicate what the current status is of the relationships which travel agencies in the Gauteng Province of South Africa: (hereafter...

Author(s): Mornay Roberts-Lombard

January 2013

Function of projective techniques in improving brand personality

The purpose of this paper is to examine four finest perfume brands. Two metaphor based personification methods-mood-boards and job-sorting are employed to study the association that the participants have with the brands. Both methods use open ended assignments to decipher how participants think or feel about the research object in question. The study analyses the congruent validity of the two methods and...

Author(s): Makarand Upadhyaya