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In an increasingly competitive global market, winemakers are seeking to increase their sales and wine regions to attract tourists. To achieve these aims, there is a trend towards linking wine marketing with identity. Such an approach seeks to distinguish wine…

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Value-based pricing—pricing a product according to its value to the customer rather than its cost—is the most effective and profitable pricing strategy. Buyers need to evaluate the monetary benefits of a product against the price of its competitors. Sellers…
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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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Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from the sport. In a wider context, football marketing has also…

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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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What is important to ethical consumers when thinking about going on holiday and how do they incorporate their lifestyle choices into these holidays? What values inform their lifestyles and how do they satisfy these values on holiday? Do ethical consumers…

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What makes life worth living? Many people would argue that it is fulfilling experiences. These experiences are characterised by feelings of joy and pleasure, positive relationships and a sense of engagement, meaning and achievement. Tourism is arguably one of the…

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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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This book offers a toolkit of methods and technologies to undertake qualitative research on digital spaces. This "Digital Ethnography" is unlike commonly used traditional methodological strategies, which are "retrofitted" to digital spaces. Instead, this book…
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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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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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A new collection filled with winning ideas and strategies for improving¿ your sucess in the retail business... 2¿authoritative books, now in a convenient e-format, at a great price! Smart Retail, the world's #1 guide to retail success, complete with crucial,…