Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noel Kapferer.
The emerging present is a fast-changing context for incumbent organizations, especially in market segments where online behavior is replacing physical proximity, and users engage with digital platforms for the acquisition of products and services.
Cynical news hounds, grumbling editors, snooping television newscasters, inquisitive foreign correspondents, probing newsreel cameramen, and a host of others--all can be found in this reference work to Hollywood's version of journalism: from the early one-reelers to modern fare, over a thousand silent and sound films can be found.
An in-depth examination of the concept of value in a digital world, an analysis of a range of digital business models and a framework for assessing the value of digital businesses.
Social media is fundamentally changing the way travellers and tourists search, find, read and trust, as well as collaboratively produce information about tourism suppliers and tourism destinations.
Praise for Heavy Hitter Sales Wisdom "e;Steve Martin takes a much-needed look at how successful executives read verbal and nonverbal messages, which allows them to quickly understand the subtext of their customers' minds.
Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organisations; yet, scholarly resource materials to assist in honing skills and competencies have not kept pace.
Menschen mit Storys begeistern und Kundinnen und Kunden gewinnenIn Zeiten, in denen jeder alles hat und zugleich das Notwendigste zum Luxusgut wird, braucht es nicht nur innovative Produktideen, um sich erfolgreich am Markt zu halten.
A favorable reputation is an asset of importance that no public sector entity can afford to neglect because it gives power, autonomy, and access to critical resources.
The book examines the social processes which have shaped the development and organisation of various marketing practices and activities, and the markets associated with them.
The issue of human rights, in the context of corporate social responsibility, is normally taken to relate to concern about exploitation in the supply chain - child labour, slavery in developing countries, and similar evils; but of course, human rights are engaged in relation to the treatment of employees in any work situation.
The accelerated pace of global consumption over the past decades has meant that governments across the world are now faced with significant challenges in dealing with the dramatically increased volume of waste.
Dieses Buch erklärt kompakt und auf den Punkt, was Native Advertising ist, wie diese neue Werbedisziplin funktioniert und welche Vorteile sie Werbungtreibenden bietet.
Over the past two decades, through unprecedented levels of prosperity and changing values, luxury tourism has transformed into a new consumption pattern.
Die Empfehlungslogik von Roger Rankel und Marcus Neisen funktioniert branchenübergreifend: Ob Sie Steuerberater, Finanzdienstleister, IT-Consultant sind, ob Sie eine PR-Beratung oder einen Catering-Service leiten – wenn Sie Empfehlungen nicht länger dem Zufall überlassen wollen, ist dieses System goldrichtig für Sie.
Diversity, Equity, and Inclusion at Work is a comprehensive, accessible text focusing on DEI and how they influence employees' access to work, their experiences in the workplace, and the outcomes for teams and organizations.
The Journey Mapping Playbook: A practical guide to preparing, facilitating andunlocking the value of customer journey mapping A valuable guide in helping you build stronger customer experience programmes by developing effective customer experience strategies.
Thomas Peters untersucht kirchliches Marketing und freiwilliges Engagement in Deutschland am Beispiel der Mitglieder des größten europäischen Akademikerverbandes (CV).
Corporate sustainability, now regarded as a vitally important topic on the agenda for businesses, has in recent years not only become embedded in postgraduate study, but is now also widely taught at the undergraduate level in business schools.
