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The National Perspectives on the Development of Public Relations: Other Voices series is the first to offer an authentic world-wide view of the history of public relations. It will feature six books, five of which will cover continental and regional groups. This…

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Behavior change is central to the pursuit of sustainability. This book details how to use community-based social marketing to motivate environmental protection behaviors as diverse as water and energy efficiency, alternative transportation, and watershed…

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I am going to get straight to business. I am just a regular person, but what does make me “different” is that I have spent the last 8 months researching everything there is to know about becoming a successful eBay seller.

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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 book provides a vivid examination of the issue of consumer inequality in America—one of society's most under-discussed and critical issues—through the evaluation of real-life cases, the trend of consumers suing companies for discrimination, and the…

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In Zeiten der Digitalisierung und disruptiven Innovationen verschwinden Trends und Buzzwords im Marketing oft genauso schnell, wie sie entstanden sind. Dieses Buch soll Ihnen helfen, deren Relevanz besser bestimmen zu können und beleuchtet die Trends, die…

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Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of…

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Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.

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The current shift in demographics – aging and shrinking populations – in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and constant growth of the so-called…

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Author Jansson merges different perspectives and ideas into a powerful theory on international marketing of industrial products, mainly modern approaches from marketing, organization theory, and institutional economic theory. He combines micro and macro…

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The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid,…

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This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from…