This book highlights storytelling as a concrete and viable method which can be used in various operational fields in organizations: from change management to project management and knowledge management, it presents employees' stories on past projects and the diverse, essential aspects of corporate culture they reveal, in an easy-to-comprehend and entertaining fashion.
Exploring the elements that constitute the perceived luxuriousness of a brand, this book addresses the changing definitions of the term 'luxury' in today's world.
This book takes an interdisciplinary approach to the world of consumption, covering different topics and including sociological, economic and marketing aspects.
With major retailers closing brick-and-mortar stores every month and the continued shift to online shopping, there is a major push to strengthen customer loyalty by improving the customer experience.
The Social Psychology of Consumer Behavior brings together the most promising and theoretically fruitful research developments by internationally renowned scholars, whose work is at the cutting edge of research.
This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB&PL2021).
When a customer, employee, or investor is faced with a choice of companies amidst a sea of competitors, they increasingly consider how responsible that organization is.
This edited volume explores how fashion brands deal with legacy by looking at the preservation of heritage and knowledge and how this builds a bridge to the future.
This topical book examines and tests the complexities of unintended consequences of social media that often impact brands and companies from both an economic and a reputational lens.
Offering an original contribution to the field of luxury and fashion studies, this edited collection takes a philosophical perspective, addressing the idea that humans need luxury.
This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself.
Hay una gran oportunidad para que las empresas impulsen el branding corporativo, potencien la marca empleadora y generen nuevos negocios, mediante la voz de sus propios embajadores de marca internos en las redes sociales: empleados, líderes, ejecutivos comerciales y colaboradores.
This book presents a roadmap for a brand licensing strategy to enable companies to leverage brand value and expand into other product categories or into different markets.
Dieses Buch zeigt, wie Verantwortliche auf allen Unternehmensebenen die Herausforderungen einer nachhaltigen Unternehmensführung souverän meistern können.
Dieses Buch zeigt, wie Verantwortliche auf allen Unternehmensebenen die Herausforderungen einer nachhaltigen Unternehmensführung souverän meistern können.
This topical book examines and tests the complexities of unintended consequences of social media that often impact brands and companies from both an economic and a reputational lens.
In today's connected consumer environment, customers are better informed and harder to please, but they also leave a more visible evidence trail in the form of improved databases and customer information.
The second edition of this innovative textbook introduces students to the ways that society shapes our many forms of entertainment and in turn, how entertainment shapes society.
Unpacking the complexities of Nordic consumer culture, this edited collection responds to the growing interest in regionalism within consumer research and marketing.
This book offers a comprehensive look into issues and trends driving international student mobility as the phenomenon becomes increasingly prevalent worldwide.
Muslim consumers represent an untapped and viable market segment, but to date there has been very little research on catering to their needs or running and managing Islamic businesses.
This book, written in an accessible style with numerous illustrations and with drawings by the author, discusses what brands are and the role brands play in American society and consumer cultures, in general.
With a special focus on private label food brands and manufacturer brands, this book provides a comprehensive overview of the fast-moving consumer goods marketing landscape.
