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This edited text compiles advanced material relating to strategy and marketing in the field of sports business. Featuring contributions from experts across the sports business field, the book approaches strategy from the standpoint of managing and marketing a…

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Digital Marketing: A Practical Approach 2 nd Edition is a step-by-step guide to marketing using the Internet. Concentrating on the operational and functional aspects of this dynamic subject, the book is packed with tactical advice and real-life examples from…
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Concise yet comprehensive, Product Planning Essentials addresses the complex, interdisciplinary nature of product development and product management. It covers strategic issues that emerge during the product life cycle, including identifying opportunities, idea…
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These two volumes, bound together, represent the papers, comments, and rejoinders presented at the Conference on Consumption and Saving held 30-31 March 1959 at the Wharton School of Finance and Commerce at the University of Pennsylvania. The first volume is…
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Marketing Research with SAS Enterprise Guide provides a detailed explanation of the SAS® Enterprise Guide software. Using 236 screen shots and based on a step-by-step approach and real managerial situations, it guides the reader to an understanding of the use of…

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Fundamentals of Public Relations: Professional Guidelines, Concepts and Integrations, Second Edition focuses on the basic theories and principles involved in the practice of public relations and describes how public relations functions in adapting an organization…
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The authors suggest that advertisments, while important in our daily emotional self-management, are far more closely linked to the pragmatics of everyday life than their symbolic richness might suggest. Recent trends in advertisment content point to an important…
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For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing,…
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Reputation is the most complex asset of an organization. Despite the call for consistent management of corporate reputation comprehensive approaches to measure and steer a company' s reputation are still in their infancy. Reputation management aims at creating a…

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This book analyzes the origins of marketing and branding strategies and the unique situations involving differentiation. Photographs of actual materials that were created and used in marketing campaigns between 1846-1946 are featured to bring to life these…

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•    Nuevos conceptos y prácticas para los aspectos más relevantes del marketing y ventas industriales •    Presentación al marketing industrial desde un contexto técnico, objetivo y global •  …
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Organizations in the Face of Crisis offers a new approach to the treatment of threats to an organization, the brand, and the stakeholders. Case studies and diagnostic tools are used to demonstrate the effects of a crisis and to provide insight and strategies on…