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Using numerous real-life examples, Distribution Channels explores the chain that makes products and services available for market and explains how to make the most of each step of the process. By defining the role and significance of the various partners…

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Political Public Relations maps and defines this emerging field, bringing together scholars from various disciplines—political communication, public relations and political science—to explore the area in detail. The volume connects differing schools of thought,…

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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show…

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Levels of 'employer brand awareness' are rising fast across Europe, North America and Asia-Pacific, as leading companies realise that skilled, motivated employees are as vital to their commercial success as profitable customers and apply the principles of…

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Multinational companies need to manage their relationships with multinational customers with a globally integrated approach. This book provides a systematic framework for developing and implementing such global customer management programs. It draws on in-depth…

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This book is a strategy guide for salespeople to help them level the procurement playing field by showing readers how to assess the game procurement plays, describing proven ways to resist discounting and protect margins, demonstrating ways to keep value at the…

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Customer satisfaction and loyalty in the tourism sector is highly dependent upon the behaviours of front-line service providers. Service is about people, how they relate to one another, fulfill each other’s needs and ultimately care for each other. Yet…

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The role of advertising in everyday life and as a major employer in post-industrial economies is intimately bound up with processes of contemporary globalization. At centre of the advertising industry are the global advertising agencies which have an important…

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Since the post World War Two boom in private automobile ownership, Drive Tourism has transformed the tourism landscape by facilitating dispersal and the growth of attractions and tourism related infrastructure beyond the zones that had previously emerged around…

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Public Relations and Social Theory broadens the theoretical scope of public relations through its application of the works of prominent social theorists to the study of public relations. The volume focuses on the work of key social theorists, including Jürgen…

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The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and brand management. The effects of brands’ social media involvement are to this day uncertain. Severin…

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Diplomarbeit aus dem Jahr 2005 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,0, Eberhard-Karls-Universität Tübingen, 33 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: « Il y a des siècles que…