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Lecturers/Instructors - Request a free digital inspection copy here . 'For anyone interested in great social marketing practice in the 21st century, and how it needs to adapt as our understanding of behaviour change evolves, this publication is chock full of good…
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For brands to succeed in a competitive environment they need to build a 'loving' relationship with their customers. Brands need to construct an emotional engagement with customers so that they feel genuinely connected to it and what it has to offer. Through 15…
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The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for…
Kobo ebook | German

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Mit diesem Buch erhalten alle Leser, die ihre Produkte aktiv vermarkten wollen, eine unverzichtbare und bewährte Arbeitshilfe. Der Autor zeigt, wie Produktmanager mit den immer komplexer werdenden Aufgaben und Anforderungen umgehen können. Denn über den Erfolg…
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This groundbreaking study offers new insights into public relations history with a focus on the changing relationship between women and public relations, the institutionalization of public relations education, and the significance of globalization in Australia in…

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Wie schafft man es, in die Medien zu kommen? Welche Antworten gibt man in Krisensituationen? Patrick Rohr zeigt in seinem neusten Werk, wie der Umgang mit Presse, Radio, TV und den neuen Medien gelingt. Patrick Rohr kennt die Welt der Schweizer Medien à fond. Er…

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Online Instructor Manual (login required) Creative Brief Form (Figure 8.1) (pdf file) Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the…
Kobo ebook | German

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Diplomarbeit aus dem Jahr 2000 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1, Fachhochschule Dortmund, Sprache: Deutsch, Abstract: Es ist das Ziel dieser Arbeit zu untersuchen, ob und, wenn ja, in welcher…

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The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy.…

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Master today’s breakthrough strategy for developing and sustaining high-performance sales teams! Long-time sales team leader Max Cates shows how to go far beyond "old school," "command and control" sales management, unleashing the full power and energy of your…
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A case-study based guide which showcases the individuals within organizations who nurture and sustain brands and bring them to life through their everyday performance. Critical enough to remain credible yet overwhelmingly positive, it is a charismatic…

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Written specifically for students interested in knowing more about the organizational and management context of communications, and to get more hands-on learning, practical experience and skills to help them get off to a flying start in their career, this book is…