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This international market-leading book, aimed at both students and practising managers, provides a comprehensive and balanced introduction to service operations management. Building on the basic principles of operations management, the authors examine the…read more

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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…read more

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"The strategic management of customer relationships is a critical activity for all enterprises. The means of effectively managing relationships with customers are typically addressed under the headings of relationship marketing and customer relationship…read more

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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…read more

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A fully revised and updated 8th edition of the highly renowned international bestseller The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in…read more

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Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus…read more

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Relying heavily on case studies, Japanese-U.S. Business Negotiations is a cross-cultural study of both the psychologies and linguistics involved. It gives practical advice on how to better understand the Japanese negotiators, and shows how to translate this…read more

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Brands are everywhere: in the air, on the high-street, in the kitchen, on television and, maybe even on your feet. But what are they? The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one…read more

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Social Media Marketing was the first textbook to cover this vital subject. It shows how social media fits into and complements the marketer’s toolbox. The book melds essential theory with practical application as it covers core skills such as strategic planning…read more

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Fowles asserts that the appeals of mass advertising reflect the motivational state of the targeted audience and that these motivational states anticipate socio-cultural change. Using advertising of 1950, 1960, and 1970, Fowles determined that the unsatisfied…read more

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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…read more

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Value-based pricing - pricing a product according to its value to the customer rather than its cost - is a powerful and often profitable strategy. Buyers need to evaluate the monetary benefits of a product against the price of its competitors. Sellers justify…read more