This fascinating new book explores the benefits and dynamics of social media storms and identifies the possible opportunities that they present for further engagement with customers.
Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management.
Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management.
In recent decades, urban policymakers have increasingly embraced the selling of naming rights as a means of generating revenue to construct and maintain urban infrastructure.
In recent decades, urban policymakers have increasingly embraced the selling of naming rights as a means of generating revenue to construct and maintain urban infrastructure.
This comprehensive book features recent works on leveraged marketing communications (LMC)-an intentional pairing of a brand to benefit from the associations the target audience has with the object.
This comprehensive book features recent works on leveraged marketing communications (LMC)-an intentional pairing of a brand to benefit from the associations the target audience has with the object.
Authenticity and Authentication of Heritage presents an assimilation of chapters that critically address some of the key emerging areas associated with authenticity.
Authenticity and Authentication of Heritage presents an assimilation of chapters that critically address some of the key emerging areas associated with authenticity.
In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful Ecommerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings.
In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful Ecommerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings.
This book shows how to build and maintain a distinctive and credible employer brand and develop a set of relevant success metrics to help measure return on investment (ROI).
This book shows how to build and maintain a distinctive and credible employer brand and develop a set of relevant success metrics to help measure return on investment (ROI).
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands.
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands.
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets.
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets.
With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world.
With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world.
Research Companion to Language and Country Branding brings together entirely new interdisciplinary research conducted by scholars working on various sociolinguistic, semiotic, anthropological and discursive analytical aspects of country branding all over the world.
