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Assembling Consumption marks a definitive step in the institutionalisation of qualitative business research. By gathering leading scholars and educators who study markets, marketing and consumption through the lenses of philosophy, sociology and anthropology,…

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Crisis Communications: A Casebook Approach presents case studies of organizational, corporate, and individual crises, and analyzes the communication responses to these situations. Demonstrating how professionals prepare for and respond to crises, as well as how…

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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…

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Created through a "student-tested, faculty-approved" review process, MR2 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. MR2 provides an exciting, innovative approach to Marketing Research that provides the…

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Drawing on rich empirical material, this revealing book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value. When branding lifestyles or value complexes onto their products, companies…

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Pitch, Tweet, or Engage on the Street offers a modern guide for how to practice public relations and strategic communication around the globe. Drawing upon interviews with public relations professionals in over 30 countries as well as the author¿s own…

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There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and…

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Der Autor tritt mit der ganzen Erfahrung seiner 35-jährigen Berufstätigkeit als Marketing-Manager in führenden Unternehmen der deutschen Getränkewirtschaft engagiert der Illusion entgegen, dass es im Markenartikelgeschäft nachhaltige Erfolge ohne substanzhaltige…

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The information market place is on the horizon. However, it is unlikely that the basic functions of commerce will change appreciably, even as the coming electronic revolution dramatically changes the forms of commerce. Thus, it is of fundamental importance to…

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Making Innovation Work presents a formal innovation process proven to work at HP, Microsoft, and Toyota to help ordinary managers drive top and bottom line growth from innovation. The authors have drawn on their unsurpassed innovation consulting experience -- as…

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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…

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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…