this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. ...
Continue readingAims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, ...
Continue readingPublic Relations, Branding and Authenticity: Brand Communications in the Digital Age explores the role of PR and branding ...
Continue readingExplores concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss ...
Continue readingThe first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting ...
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