الصفحة 1
الصفحة 1
Young consumer behaviour : A research companion
Young consumer behaviour: A research companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues.
The Routledge Companion to Corporate Branding
The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture.
Strategic Marketing : Concepts and Cases
Explores concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management.
Social commerce : Marketing, technology and management
Examines the latest trends in E-commerce, including social businesses, social networking, social collaboration, innovations and mobility. Individual chapters cover tools and platforms for social commerce; supporting theories and concepts; marketing communications; customer engagement and metrics; social shopping; social customer service and CRM contents; the social enterprise; innovative applications; strategy and performance management; and implementing social commerce systems.
Public relations, branding and authenticity : Brand communications in the digital age
Public Relations, Branding and Authenticity: Brand Communications in the Digital Age explores the role of PR and branding in society by considering the notion of authentic communications within the context of an emerging digital media environment.
Professional Practice for Interior Designers ; 6th ed.
The leading guide to the business practice of the interior design profession, updated to reflect the latest trends. Professional Practice for Interior Designers has been the go-to comprehensive business guide for aspiring designers and practicing professionals for nearly thirty years. As the interior design industry continues to evolve, this Sixth Edition has evolved to meet the needs of today's design students and practicing professionals. This edition includes three new chapters: Interior Design in the Global Environment, Building Client Relationships, and Marketing Communications; revised sections on Web and Social Media Marketing, Personal Branding, Design Contracts for Global Projects, and Sustainable Product Resources; and invaluable elements in every chapter for students and instructors, including, NCIDQ Exam Components, What Would You Do? scenarios, and lists of key terms and references. Instructors will have access to an extensive Instructor's Manual that includes over 390 multiple choice and 260 true/false questions, web exercises, and discussion items and assignments by chapter.
Integrated Marketing Communications : A Global Brand-Driven Approach
Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications.
Corporate Brand Design : Developing and Managing Brand Identity
Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design and their stakeholders. The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs. By combining academic theory with practical case studies and examples, readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand. The book is a useful resource for advanced undergraduate and postgraduate students of strategic brand management, corporate brand design and visual identity, and marketing communications
Marketing communications in emerging economies ; Vol. II : Conceptual issues and empirical evidence
Aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention.
Marketing Communication Policies
this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines.The book gives an introduction to the generic issues of Marketing Communications as well as an overview of the information behaviour of targeted customer groups. The foundation laid in the initial chapters is followed up by more specific areas such as situational analysis and the development of communications strategies.
Management in marketing communications ; Vol.22
Provides a comprehensive overview of the essential topics in the field of management in marketing communication. these substantial topics are examined and addressed by scholars from the marketing and management discipline. beginning with the role of culture as a crucial element in marketing communication, the book delves into various matters within the scope of marketing communication. consequently, social media and its significance in modern marketing strategies are examined together with the topic of transition from offline to online marketing, emphasizing the impact of accelerated digitalization and its onset during the third decade of the twenty-first century. furthermore, the book discusses the rapid digital transformation stimulated by the COVID-19 pandemic and thus creates room for further exploration and research.
Branded content : The fateful merging of media and marketing
This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands’ own media, native advertising, and the integration of branded content across film, television, journalism and publishing, online, mobile, and social media.
