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With a growing recognition of the importance of a service orientation to marketing, the emphasis shifts to understanding the nature of value propositions and how this leads to the creation of customer experiences and value-in-use. Within this new perspective the brand functions both as an entity and a process. A theoretical framework is developed that provides this broader integrative perspective.

As competition increases and customers become more demanding, service organizations are recognizing the need to become more market oriented. This requires developing and being guided by "outside-in" as opposed to "insideout" processes. However, many organizations are finding this difficult to achieve. Using the framework developed by Day, the authors examine the use of service principles to transform a large public sector service organization so it is more market oriented. The authors examine the catalysts that initiated the change, how the change program was designed, and how it was implemented. Central to the change process was getting the organization to rethink its activities so they were "outside-in." Resultant changes for staff in their focus and vocabulary brought about improved work practice and more effective customer communication. The performance scorecards showed dramatic improvement in process performance and a substantial and enduring positive impact on customer satisfaction.

Over the past 25 years, the Australia New Zealand Marketing Academy (ANZMAC) has established itself as a vibrant organisation for marketing academics in Australia and New Zealand. We trace ANZMAC's development, examine what has worked well and identify future challenges.

It is suggested there is a need to broaden theorizing about brands to include service, relational and social perspectives as well as the traditional managerial perspective. Rather than attempt to develop a grand theory about brands, a more productive approach is to focus on the interface between theory and practice, provided by the managerial, service, relational and social perspectives to develop a federation of theories. This paper provides nine perspectives which serve as a basis for this middle range thinking.