This thesis is concerned with the ingredient branding of the Bluetooth brand. Chapter one and two of this thesis contain the introduction to the Bluetooth Special Interest Group - an owner of the Bluetooth brand and the Bluetooth wireless technology. Furthermore, it evaluates the Bluetooth brand knowledge …

During the existence of Hemels Publishers (since 1994), new clients have always come to Hemels Publishers on their own initiative. However, at this point the management feels the acquisition of clients needs to be structured and streamlined within the company and therefore developed a new marketing plan …

In this thesis, the luxury coffee company Starbucks has been well described, although many aspects of the company have been left out of consideration in order to keep it relevant and clear. However, while Starbucks has not entered the Netherlands yet, there is much more for the Dutch to learn about the …

The summary of this export policy plan briefly outlines how I went about writing this plan to export Dennis Publishing's Maxim magazine to the Japanese market. By asking which instruments Dennis Publishing will have at its disposal, I paved the way for a broad study on the opportunities and threats that …