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Social Marketing: Changing Behaviors for Good
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|January 14, 2015

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Turning Principle into Practice Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to influence social change. No other text is as comprehensive and foundational when it comes to…
Marketing Communications
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|September 6, 2017

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Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh…
Global Marketing Management System
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|April 25, 2017

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This is the second edition of the Global Marketing Management System (GMMS). The GMMS approach (GMMS book + GMMSO4 software) provides a rigorous theoretical base and a comprehensive, systematic and integrative planning process designed to guide students and…
Global Advertising in a Global Culture
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|December 16, 2015

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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…
Global Advertising in a Global Culture
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|December 16, 2015

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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…
Shopping Environments 3.0: Die Customer Journey im Zeitalter mobiler, digitaler und sozialer…

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Was macht das Smartphone mit uns Konsumenten, die wir nach wie vor gerne bummeln gehen? Welche Folgen hat das Smartphone tatsächlich auf das Informations- und Konsumverhalten von uns allen? Unbegrenzte Konsummöglichkeiten, Multi-Optionalität, Flexibilität oder…
Asset Protection through Security Awareness
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|February 28, 2012

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Supplying a high-level overview of how to protect your company’s physical and intangible assets, Asset Protection through Security Awareness explains the best ways to enlist the assistance of your employees as the first line of defense in safeguarding company…
Measuring Advertising Effectiveness
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|March 5, 2014

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This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic…
Superior Customer Value
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|March 9, 2012

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A customer-centric culture provides focus and direction for the organization, ensuring that exceptional value will be offered to customers — this, in turn, results in enhanced market performance. Unfortunately, caught up in the daily economic and competitive…
Machine-to-Machine Marketing (M3) via Anonymous Advertising Apps Anywhere Anytime (A5)

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In today’s wireless environment, marketing is more frequently occurring at the server-to-device level—with that device being anything from a laptop or phone to a TV or car. In this real-time digital marketplace, human attributes such as income, marital status,…
Advertising Media Planning, Seventh Edition
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|July 16, 2010

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The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six previous…
Global Issues in Pharmaceutical Marketing
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|July 16, 2015

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Global Issues in Pharmaceutical Marketing presents a balanced, research-based perspective combined with a practical outlook on the current issues faced by the ethical, biotech, and generic segments of the pharmaceutical industry. It integrates an analytical…