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This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging…

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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,…

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Nation branding--a set of ideas rooted in Western marketing--gained popularity in the post-communist world by promising a quick fix for the identity malaise of "transitional" societies. Since 1989, almost every country in Central and Eastern Europe has engaged in…

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There is always a million dollar question as to what is an ideal way of increasing sales in online marketing. Multilingual digital marketing has been seen as one of the most volatile and dynamic yet viable aid for online businesses. Although most of what happened…

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Affluent Chinese tourists are arriving in the United States, spend big, and can contribute to create millions of U.S. jobs. This book explains what U.S. companies must do to get a share of this growing business. Written by Pierre Gervois, the leading expert in…

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Versione in lingua inglese e digitale del libro "Si salvi chi può... dal marketing e dalle sue strategie" (Aras Edizioni, 2012). Gli acquisti sono condizionati da strategie di comunicazione occulte? Perché nei notiziari proliferano brutte notizie? Le offerte sono…

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Gli eventi non sono solo le serate di gala dove ci si mette in lungo o con lo smoking. Sono anche un'ottima occasione per far conoscere il tuo brand (in proprio o dell'azienda per la quale lavori) o un prodotto specifico. "Quella sporca tartina. Strategia digital…

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SEO, one of the subjects I write a lot about in my working life and have received good feedback and success. This book is born out of the fact that there is a lot out there written on the ever changing world of search engine optimization or SEO, from…

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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In today’s increasingly connected business world, there is new pressure for local brands to go global, and a need for already global corporations to cater to new audiences that were previously ignored. Islamic Perspectives on Marketing and Consumer Behavior:…

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Richard Schonberger, in his fourth and most important book yet, introduces a powerful new concept: that the many links between and within the four main business functions -- design, operations, accounting, and marketing -- form a continuous "chain of customers"…

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Questo non è un saggio di analisi politica, ma di marketing che si basa su un fatto realmente accaduto: la straordinaria affermazione elettorale del Movimento 5 Stelle alle politiche italiane del 2013. Questo libro, nasce, di fatto, in un’aula universitaria della…