A Theory of Marketing
Marketing has become one of the most influential forces in contemporary market economies. Yet despite ubiquitous empirical ...
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Advanced Introduction to Marketing Strategy / George S. Day
Presents a systematic, next-generation approach to marketing strategy, demonstrating how success is gained and sustained ...
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B2B Brand Management
Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, ...
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Brand Metrics : Measuring Brand Efficacy along the Customer Journey / Jacek Kall
The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration ...
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Branded Content : The Fateful Merging of Media and Marketing / Jonathan Hardy
This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines ...
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Brands and Consumers : A Research Overview / Jaywant Singh, Benedetta Crisafulli
This short-form book provides a comprehensive overview of research evidence on several core branding topics whilst acting ...
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Corporate Brand Design : Developing and Managing Brand Identity / Mohammad Mahdi Foroudi, Pantea Foroudi
Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design ...
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Database Marketing
Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by ...
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Designing Brand Identity: An Essential Guide for the Whole Branding Team, 5th Edition / Alina Wheeler, Debbie Millman
3 sections: brand fundamentals, process basics, and case studies. Over 100 branding subjects, checklists, tools, and diagrams. 50 ...
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Fashion Marketing in Emerging Economies Volume I : Brand, Consumer and Sustainability Perspectives / Frederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah
Chapters explore core topics such as brand management, sustainability, digital marketing, analytics and data science. Covering ...
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Fashion Marketing in Emerging Economies Volume II : South American, Asian and African Perspectives / Frederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah
Provides and sheds light on insights, challenges, and opportunities to support the development and economic growth of the ...
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Human Resource Management in Consulting Firms
This book presents insider reports from high-profile international consultancies which allow practitioners, scholars and ...
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Integrated Marketing Communications : A Global Brand-Driven Approach / Philip J. Kitchen , Marwa E. Tourky
Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework ...
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International Advertising and Communication
This volume presents a wide selection of studies and works in the area of international communication. The growing globalisation ...
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International Brand Management of Chinese Companies
This book is a must read for all those interested in building successful global brands and for all those interested in China ...
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Launching & Building a Brand For Dummies / Amy Will
In Launching & Building a Brand For Dummies, Amy Will—who launched her first business at just 24-years-old and has been ...
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Managing Public Services: Making Informed Choices / Irvine Lapsley, Ola Mattisson
Chapters provide a valuable frame of reference for the 21st-century manager of public services by assessing the renewal of ...
Lee masPackaging Design: Successful Product Branding From Concept to Shelf, 2nd Edition Marianne R. Klimchuk, Sandra A. Krasovec
Fully updated to secure its place as the most comprehensive resource of professional information for creating packaging designs ...
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Personal Branding in the Knowledge Economy : The Inter-relationship between Corporate and Employee Brands / Wioleta Kucharska
Personal Branding in the Knowledge Economy: The Interrelationship between Corporate and Employee Brands aims to contribute ...
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Professional Practice for Interior Designers, 6th Edition / Christine M. Piotrowski
The leading guide to the business practice of the interior design profession, updated to reflect the latest trends. Professional ...
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