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This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the…

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Consumer Psychology in a Social Media World seeks to illustrate the relevance of consumer psychology theory and research to understanding the social media world that has rapidly become a key component in the social and economic lives of most individuals. Despite…

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This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and…

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Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving…
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This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies…

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Optimizing AdWords provides the information marketers and future marketers need to harness the power of the Google’s AdWords search engine marketing applications. It provides a big picture overview of the AdWords system, helping businesses and individuals decide…
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GET THE RESULTS YOU WANT IN MARKETING. FAST. Marketing is all about relationships - relationships with your customers, with your brand, with the media and with your colleagues. Of all these relationships your relationship with your customers is still king. True…

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During the Pacific War the Japanese government used a wide range of methods to recruit workers for construction projects throughout the occupied territories. Mistreatment of workers was a major grievance, both in widely publicized cases such as the use of…

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Professional services are estimated to be worth up to $700 billion worldwide, but as the market matures there is an urgent need for new marketing thinking for global players or small businesses alike. This book applies the core principles of strategic marketing…

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This book provides students and practitioners with a comprehensive overview of the rules and principles associated with ethical advertising practices. With extensive research, and a variety of case studies, and expert opinions, it discusses why advertising ethics…
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This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and…

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In this book the author asks a big question: how did public relations develop in Britain and why? The question is answered through a broad ranging narrative which links the evolution of British public relations in the early twentieth century to key political,…