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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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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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Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with…

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The second edition of a bestseller, Statistical and Machine-Learning Data Mining: Techniques for Better Predictive Modeling and Analysis of Big Data is still the only book, to date, to distinguish between statistical data mining and machine-learning data mining.…

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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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Regional management has taken on a new role and is becoming more important. This book explores the challenges of European, US and Asian companies. It outlinines how regional headquarters can develop into Dynamic Competence Relay centers to master these challenges.

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'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners' - Hamish…

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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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Categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements.

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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…

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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…