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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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Today’s Definitive Guide to Marketing Metrics Choosing Them, Implementing Them, Applying Them New quantitative formulas, applications, and analytical techniques Best practices for measuring promos, ads, distribution, perception, market share, pricing,…

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In today's business and marketing worlds, there's big talk about big data. As companies' capacities to amass information continue to grow and improve, the process of mining the data has become more and more vital. All are abuzz about data mining's importance…

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Written by experts in Luxury and Fashion Management at SKEMA Business School this exciting new book offers a new perspective that challenges the established rules of the luxury and fashion industry. The authors and contributors examine the evolution of luxury…

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When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this…

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The goal of this book is to deal, in a provocative way, with a number of key issues involving the increased participation of the private sector within cultural tourism. My goal is not to write a complete overview of the field. Instead, this short book deals with…

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Real strategies, tactics & solutions for succeeding in emerging markets now Attract non-consumers and upscale current customers Reflect local culture, tradition, and preferences across your business Make your products easier to find, buy, and use Strengthen…

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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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The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company's present situation and the practice of IMC strategy.…