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The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand…

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Since its first edition in 1985, Patrick McNeill's Research Methods has become a classic introductory text for students of sociology at A level and in undergraduate courses as well as for a range of specialists in education, business, social care and medicine who…

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CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of…

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By examining the interface between consumer behavior and new product development, People and Products: Consumer Behavior and Product Design demonstrates the ways in which consumers contribute to product design, enhance product utility, and determine brand…

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Pricing on Purpose explores the importance of pricing, one of the four Ps (product, promotion, place, and price) of marketing, that is largely ignored in business literature. Pricing is the opportunity for a business to capture the value of what it provides to…

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The main aim of International Marketing, is to provide solid foundations that are useful for explanation, prediction and control of international business activities. The authors have developed a strong conceptual and theoretical framework to help to understand…

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Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary,…

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Promoting Nonprofit Organizations is a practical guide to developing and implementing a strategic public relations program to enhance a nonprofit’s reputation. The ways in which businesses – both for-profit and not-for-profit – communicate with customers has…

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Advertising and Violence identifies and analyzes the important issues related to violence in advertising and its overall effects on society. The book is based on a widely cited special issue of the Journal of Advertising and includes eight new chapters that…

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Globalization stems from many sources, but as Thomas Gould makes clear, advertising is a primary driver of trans-global cultural change. Gould argues that advertising often carries unfiltered and unblocked cultural messages in addition to commercial speech; as…

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Executives in Europe have significantly expanded their role in operations – in parallel to their strategic leadership. At the same time, they need to make decisions faster than in the past. In these demanding times, a redesigned Business Intelligence (BI) should…

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This book provides a review of the current theory and practice of experiential tourism and how it is marketed. Many societies today are characterised by widespread individual wealth of an order previously confined to the elite with the consequence that ownership…