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Social Media Marketing was the first textbook to cover this vital subject. It shows how social media fits into and complements the marketer’s toolbox. The book melds essential theory with practical application as it covers core skills such as strategic planning…

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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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This is the first major study of the enigmatic religious society. By examining the Jehovah's Witnesses' dramatic recent expansion, Andrew Holden reveals the dependency of their quasi-totalitarian movement on the physical and cultural resources have brought about…
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Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method as well as showing how they are applied. The book is accompanied by two real data sets to…

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Winner of the 2014 NCA PRIDE Book Award Why are some voices louder in public debates than others? And why can’t all voices be equally heard? This book draws significant new meaning to the inter-relationships of public relations and social change through a number…

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Few of us realize how many of our modern comforts we owe to advertising. This fascinating volume provides a history of early American advertising, in a pre-regulation age when all manner of schemes thrived in an advertising free-for-all. As well as examining…

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Grow a Successful Creative Business Making a living from your craft – that’s the key, right? Creative Freelance Marketing  lays the groundwork for learning how to get jobs and increase sales, how to improve your skills and business development…

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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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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 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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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…
Kobo ebook | German

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Die Abgrenzung von Angeboten der Wettbewerber sowie die Profilierung der eigenen Leistungen gegenüber den Kunden ist insbesondere bei Commodities, d. h. undifferenzierten, homogenen und maßgeblich über den Preis unterscheidbaren Leistungen, eine große…