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The Language of Branding: Theory, Strategies, and Tactics will teach marketing students how to use language successfully to improve brand value and influence consumer behavior. Luna and Lerman are among only a few researchers who take a multidisciplinary…

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Trade Policy Reviews analyze the trade policies and practices of every member of the World Trade Organization. As well as analyzing by sector and by trade measure, the reports also look into the country’s wider economic environment. The reviews consist of…

Consumption And Spirituality

by Diego Rinallo

|This title releases September 19, 2016

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This book sheds light on the consumption of spiritual products, services, experiences, and places through state-of-the-art studies by leading and emerging scholars in interpretive consumer research, marketing, sociology, anthropology, cultural, and religious…

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Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market…

Events Marketing Management: A Consumer Perspective

by Ivna Reic

|This title releases October 24, 2016

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This textbook provides students with an essential introduction to the theoretical underpinnings and practicalities of managing the marketing of events. In order to market events effectively, it is vital to consider marketing of events from the organiser¿s…

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The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical…