Virtually every decision to produce, buy or sell is influenced by quality, yet until this book was first published in 1992, there had been very little attempt to produce a comprehensive and practical theory for this.
An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.
An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.
Decoding Branding explains the evolution of branding and how the disrupting factors like digital revolution, technological advancement, changing consumer behavior, and the COVID-19 pandemic have reshaped the marketing landscape.
Decoding Branding explains the evolution of branding and how the disrupting factors like digital revolution, technological advancement, changing consumer behavior, and the COVID-19 pandemic have reshaped the marketing landscape.
Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective.
Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective.
How do visitors immersing themselves in material places such as shopping malls or video sites online make sense of the experience, enabling criticizing - or consenting to content?
How do visitors immersing themselves in material places such as shopping malls or video sites online make sense of the experience, enabling criticizing - or consenting to content?
This seminal book explores the complex relationship between popular geopolitics and nation branding among the Newly Independent States of Eurasia, and their combined role in shaping contemporary national image and statecraft within and beyond the region.
This seminal book explores the complex relationship between popular geopolitics and nation branding among the Newly Independent States of Eurasia, and their combined role in shaping contemporary national image and statecraft within and beyond the region.
Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony.
This book advances the current literature on destination marketing by using innovative up-to-date case studies from a wide geographical representation.
Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships.
The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and time again.
The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and time again.
Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects.
Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication.
Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication.
Brands, companies, and organizations, much like people, have personalities, and most of what we know and think about their personalities comes through visual identity.
Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales.
Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales.
Brands, companies, and organizations, much like people, have personalities, and most of what we know and think about their personalities comes through visual identity.
