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