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This book brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature. This book will help social marketing to move beyond surveys and…
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This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing program design. It presents a variety of segmentation approaches alongside case studies of their…

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Now in a fully revised and updated 5 th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook to adopt a strategic…
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Once only associated with North America and Europe, formal athletic events are now becoming more prevalent in Asia as well. With the expansion of this industry, there is a need for efficient and strategic advertising to promote competitions, events, and teams.…
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Die Ausgestaltung von Performance Measurement orientiert sich an branchenspezifischen Charakteristika. Mit Hilfe eines Mixed-Methods-Ansatzes zeigt die Autorin für den Einzelhandel, welche Erfolgskennzahlen relevant sind. Der Fokus liegt auf der Verwendung von…
Kobo ebook | German

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Diplomarbeit aus dem Jahr 2005 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Fachhochschule Bonn-Rhein-Sieg in Sankt Augustin (Fachbereich Wirtschaft Sankt Augustin), 129 Quellen im Literaturverzeichnis,…
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Supply chain management is a well-developed area. The traditional supply chains are dynamic systems which include the forward and reverse flows of physical products and the related information and fund. However, a service supply chain is different because the…
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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…
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A close look at the ethical and social responsibilities of the alcohol industry in the 21st Century. It begins with a whistle stop tour of the historical developments of alcohol. It then critiques the legislative and voluntary codes surrounding the advertising…

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The goal of this book is to help business managers and academic researchers understand the means-end perspective and the methods by which it is used, and to demonstrate how to use the means-end approach to develop better marketing and advertising strategy. The…
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Modern corporations face a variety of challenges and opportunities in the field of sustainable development. Properly managing assets and maintaining effective relationships with customers are crucial considerations in successful businesses. Innovations in…
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The Chinese Consumer Market examines the changing consumer business environment in China and offers predictions about the evolution of the Chinese consumer market in the different sectors as well as the likely strategic implications for global consumer oriented…