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This book focuses on principles and practices in digital wine marketing. By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with…

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Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking reference examines why…

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This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses…

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The corporate world is typically structured in silos. Managers urgently need to overcome this "silo" effect by fusing ideas across different functional areas in the firm. In Fusion for Profit, Sharan Jagpal, a well-known and highly respected multidisciplinary…

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An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add…

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Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings…

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This book, written by a senior marketer with over thirty years experience of using marketing techniques and concepts, sets out to describe, contextualize and rate them. Its prime emphasis is on understanding their status so that they can be used to direct the use…

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Diplomarbeit aus dem Jahr 2002 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, Hochschule Pforzheim (Hochschule für Gestaltung, Technik und Wirtschaft), Sprache: Deutsch, Abstract: Die Marke im mordernen…

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The articles in this collection discuss the role of marketing in development, and include case studies from various developing countries. They consider state enterprises, marketing education, birth control and comparative marketing models.

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The issue of performance measurement in the leisure industry is increasingly important, from both theoretical (academic) and applied (practitioner) perspectives. Managers need accurate indications of how their organisations are performing, to inform their…

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This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it! Digital advertising and marketing are undergoing a massive, data-driven transformation:…

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This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical…