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How do you take individuals who have never done business with your organization and work on them till some of them eventually become the best possible customers that you have? How do you decide how much to spend on various marketing tactics? How do you think…

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Japan's current shift from a manufacturing to a consumer economy is creating unprecedented opportunities for any company with the savvy to exploit this, the world's second largest market. Certainly, as the Japanese economy continues to rebound, more and more…

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A comprehensive textbook specially designed to meet the requirements of MBA students specializing in marketing. Users will find this book highly useful for its coverage of the theoretical foundations, decision-making processes for international markets,…

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Islamic Branding and Marketing: Creating A Global Islamic Business provides a complete guide to building brands in the largest consumer market in the world. The global Muslim market is now approximately 23 percent of the world's population, and is projected to…

Brands

by Lury, Celia

|August 1, 2004

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Brands are everywhere: in the air, on the high-street, in the kitchen, on television and, maybe even on your feet. But what kinds of things are they? The brand, that point of connection between company and consumer, has become one of the key cultural forces of…

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The historical link between marketing and markets, prevalent until the 1960s, has given way to the view of marketing as a portable set of tools applicable to markets and non-markets alike. By re-establishing the connection between the two, this book examines the…

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Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology,…