This book explores the significant changes that the fashion industry is undergoing as a result of the powerful influence of Gen Z - a demographic that demands authenticity, diversity, and sustainability from the brands they interact with.
Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies.
Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies.
"e;In One Word"e; analyzes and discusses the underlying dynamics, as well as the unique technique and methodology of defining a brand’s value proposition in just one word.
"e;In One Word"e; analyzes and discusses the underlying dynamics, as well as the unique technique and methodology of defining a brand’s value proposition in just one word.
This book explores the significant changes that the fashion industry is undergoing as a result of the powerful influence of Gen Z - a demographic that demands authenticity, diversity, and sustainability from the brands they interact with.
Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions.
Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions.
This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment.
This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment.
Aimed at marketing students and practitioners, this book places less emphasis on theory but, instead, helps readers to understand why their customers are acting in a certain way or why their marketing activities or initiatives are not (or are) working out.
Aimed at marketing students and practitioners, this book places less emphasis on theory but, instead, helps readers to understand why their customers are acting in a certain way or why their marketing activities or initiatives are not (or are) working out.
Each book in the 'Very Short, Fairly Interesting & Reasonably Cheap' series takes a core area of the curriculum and turns it on its head by providing a critical, sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.
Each book in the 'Very Short, Fairly Interesting & Reasonably Cheap' series takes a core area of the curriculum and turns it on its head by providing a critical, sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.
In einer Zeit, in der wissenschaftliche Erkenntnisse und Innovationen oft im Schatten bleiben, bietet "Wissenschaftliche Kommunikation neu denken" einen frischen Ansatz zur Selbstvermarktung für Forscher und Experten.
In einer zunehmend digitalen Welt ist Facebook längst zu einem unverzichtbaren Marketinginstrument geworden – besonders für Selbstständige und kleine Unternehmen.
Dieses essential gibt einen fundierten Überblick über das Thema Brand Purpose und beschreibt den Wandel des Markenbegriffs von statischen Konstrukten zu dynamischen, partizipativen Ökosystemen.
Dieses essential gibt einen fundierten Überblick über das Thema Brand Purpose und beschreibt den Wandel des Markenbegriffs von statischen Konstrukten zu dynamischen, partizipativen Ökosystemen.
There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers; i.
