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Reputation management is the most important theme in public relations and corporate communication today. John Doorley and Helio Fred Garcia argue that most CEOs don't actually pay much heed to reputation and this is to their peril. This book is a how-to guide for…
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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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Das Dialogmarketing hat sich durch den Aufschwung des Online- und Social Media-Marketings grundlegend gewandelt. Die Zahl der Medien, durch die ein Dialog mit den Zielpersonen geführt werden kann, hat sich vervielfacht. In diesem Band wird der aktuelle Stand des…
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Electronic Inspection Copy available to instructors here What's the best day to advertise groceries? Does a lookalike damage the brand it mimics? Do your long-term customers recommend you more than others? How damaging is negative word of mouth? Should retailers…
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In business, there is a moment when everyone has to make a pitch; it might be your own personal OK Corral, when the consequences of failure are too painful to even contemplate, but it will always be an occasion where the outcome really matters. Brilliant Pitch…
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In the modern workplace, clearly defined hierarchies are on the wane, few of us have ‘jobs for life’ and many of us have portfolio careers or are self-employed. In these self-reliant times, it’s essential to be remembered for the right reasons. Brand You helps…
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Mass Customization excites both Researchers and Practitioners because of the possibility to produce customized products with mass production efficiency. Mass Customization - An Exploration of European Characteristics gives an overview on the need for…
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This book aims is to provide a useful mental model and tools for learning about how executives and customers think within marketplace contexts. Woodside's research examines many of the same questions as Gerald Zaltman's 2003 book How Customers Think. The author…

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Die Werbelandschaft ist voll austauschbarer, langweiliger und blutleerer Werbung, die keinen Beitrag zur Markenaktualisierung und Markenprofilierung leistet. Es klafft eine Professionalitätslücke bei der Entwicklung und Umsetzung von Werbung. Bauchgefühl ist…
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This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful,…

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This accessible, practice-oriented and compact text provides a hands-on introduction to market research. Using the market research process as a framework, it explains how to collect and describe data and presents the most important and frequently used…
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Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of…