First published in 2004, This collection explores the emerging and diverse world of retail marketing by tracing its development from the 1980s to the present day.
This introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee.
This introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee.
The Routledge Companion to the Future of Marketing provides the reader with a comprehensive and original set of visionary insights into the future of marketing.
The Routledge Companion to the Future of Marketing provides the reader with a comprehensive and original set of visionary insights into the future of marketing.
Studies of the organisation and location of retailing activity have played a central role in the emergence of urban geography as a major area of academic study.
Studies of the organisation and location of retailing activity have played a central role in the emergence of urban geography as a major area of academic study.
Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations.
Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations.
The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial.
The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial.
This fifth edition of the successful Promotion and Marketing for Broadcasting, Cable, and the Web, 4ed takes an important, timely look at the newest media venue, the Internet.
This fifth edition of the successful Promotion and Marketing for Broadcasting, Cable, and the Web, 4ed takes an important, timely look at the newest media venue, the Internet.
One of the leading texts in the field, Tourism Management is the ideal introduction to the fundamentals of tourism as you study for a degree, diploma or single module in the subject.
One of the leading texts in the field, Tourism Management is the ideal introduction to the fundamentals of tourism as you study for a degree, diploma or single module in the subject.
In order to respond to the dynamic changes taking place in the competitive world of tourism, marketing programs need to be constantly adjusted and updated to take account of new market research.
In order to respond to the dynamic changes taking place in the competitive world of tourism, marketing programs need to be constantly adjusted and updated to take account of new market research.
Now in a fully revised and updated third edition, Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed, and measured.
With globalisation taking centre stage in the business world and multiculturalism affecting markets and societies, there is a need to understand the ways that customers respond to the changing marketplace from international and multicultural perspectives.
With globalisation taking centre stage in the business world and multiculturalism affecting markets and societies, there is a need to understand the ways that customers respond to the changing marketplace from international and multicultural perspectives.
Successfully Doing Business/Marketing in Eastern Europe is a unique collection of instructive and detailed essays that will help readers to understand and navigate the complexities of the business world and marketplace of Eastern Europe.
Successfully Doing Business/Marketing in Eastern Europe is a unique collection of instructive and detailed essays that will help readers to understand and navigate the complexities of the business world and marketplace of Eastern Europe.
The goal of this book is to help business managers and academic researchers understand the means-end perspective and the methods by which it is used, and to demonstrate how to use the means-end approach to develop better marketing and advertising strategy.
The goal of this book is to help business managers and academic researchers understand the means-end perspective and the methods by which it is used, and to demonstrate how to use the means-end approach to develop better marketing and advertising strategy.
Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online.
Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online.
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.
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.
Some might argue that sports marketing is a mere subfield of marketing, meaning that there are theoretical and practical dimensions that apply only to sports marketing and are only of interest to those involved in sports.
