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MaryLee Sachs explores the relationship and increasing blur between the marketing discipline and the public relations profession. How do the two mix? What is their role in a world where the growth of digital and social media has contributed to an increasing lack…

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The emergence of relationship management as a paradigm for public relations scholarship and practice requires a close examination of just what is achieved by public relations--its definition, function and value, and the benefits it generates. Initiated by the…

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In The Management of Luxury, 50 contributors from 11 countries and 23 top academic institutions working at the forefront of luxury management research provide experienced luxury managers and luxury researchers with insightful marketing and management perspectives…

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This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful,…

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Pricing and the Sales Force is the first book to link pricing strategy and the sales force together. Pricing strategy is now well established as an important means of driving profits for many organizations. Countless companies are now mastering price-setting. But…

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Mass Customization excites both Researchers and Practitioners because of the possibility to produce customized products with mass production efficiency. Mass Customization - An Exploration of European Characteristics gives an overview on the need for…

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The National Perspectives on the Development of Public Relations: Other Voices series is the first to offer an authentic world-wide view of the history of public relations. It will feature six books, five of which will cover continental and regional groups. This…

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Das Dialogmarketing hat sich durch den Aufschwung des Online- und Social Media-Marketings grundlegend gewandelt. Die Zahl der Medien, durch die ein Dialog mit den Zielpersonen geführt werden kann, hat sich vervielfacht. In diesem Band wird der aktuelle Stand des…

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When you think of marketing you may think of the adverts that pop up at the side of your screen or the billboards you see when you're out - all those moments in the day when somebody is trying to grab your attention and sell you something! Marketing is about…

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A brand new collection of state-of-the-art insights into public relations, from practitioner Deirdre Breakenridge. Master Supercharged PR Techniques Based on the Latest Social and Online Platforms! Three great books help you leverage the latest social media and…

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Effective communications skills are essential for any organization. In this fully revised and updated edition of his groundbreaking guide to communications in sports, Joe Favorito introduces the skills, knowledge and techniques needed to become a successful…

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A comprehensive textbook and reference on doing quality research in the field of Operations Management (OM).