This book advances the current literature on destination marketing by using innovative up-to-date case studies from a wide geographical representation.
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.
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.
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.
This volume builds on previous notions of transmedia practices to develop the concept of transtexts, in order to account for both the industrial and user-generated contributions to the cross-media expansion of a story universe.
This volume builds on previous notions of transmedia practices to develop the concept of transtexts, in order to account for both the industrial and user-generated contributions to the cross-media expansion of a story universe.
Consumer behaviour is one of the most explored topics in tourism and hospitality marketing, interchangeably denoted by the terms 'traveller behaviour', 'tourist behaviour' or 'guest behaviour'.
Consumer behaviour is one of the most explored topics in tourism and hospitality marketing, interchangeably denoted by the terms 'traveller behaviour', 'tourist behaviour' or 'guest behaviour'.
This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance.
