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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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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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Marketing Plans for Services, Third Edition is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship…
Kobo ebook | German

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Der gute Ruf’ eines Unternehmens ist nicht auf das Ergebnis von Image-Kampagnen zu beschränken, sondern bindet auch alle Marken sowie das Unternehmen als Ganzes mit seinen internen und externen Stakeholdern ein. Ausgewiesene Spezialisten diskutieren konkrete…

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To Kill the King sketches post-traditional consciousness in terms of three rejuvenating concepts - thinking as play, justice as seeking, and practice as art. In a series of critical essays on each of these concepts, the book describes a post-traditional…

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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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Provides a practical and project-based approach so you can put marketing plans into action quickly and effectively. Following a brief overview of the planning process, each chapter provides a self-contained guide to planning a specific marketing task, the range…

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A Manager's Guide to PR Projects picks up where classic public relations textbooks leave off. It provides hands-on guidance in planning the preliminary research for a public relations project and creating a plan to achieve specific goals, guiding the reader…
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As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to…
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n the future, shopping will be greatly influenced by a combination of localization issues, mobile internet at the point of sale, and use of social networks. This book focuses on the ‘SoLoMo synergies’ that arise from this paradigm shift in future shopping, which…
Kobo ebook | German

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Diplomarbeit aus dem Jahr 2007 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,0, Friedrich-Alexander-Universität Erlangen-Nürnberg, 96 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Die…

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The importance of creating a favourable impression is hard to overstate in all walks of life - in business it's vital to achieve strategic goals. Customers, journalists, bloggers, investors, governments and other groups are all important stakeholders in an…