Dieses Buches liefert einen strukturierten Überblick über die Customer-Dominant Logic und formuliert fundamentale Prinzipien, die die Basis für eine Neuausrichtung der kundenorientierten Unternehmensführung bilden.
The eagerly awaited sequel to the worldwide bestseller How to Build a Multi-Level Money Machine from Direct Selling icon and Hall of Famer Randy Gage Randy Gage revolutionized the Direct Selling profession with the bestselling phenomenon How to Build a Multi-Level Money Machine, translated into more than 20 languages.
The Future of Auditing provides a concise overview of the function of auditing and the future challenges it faces, underpinned with suggestions for future research.
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.
Focussing on the change and development of national gas markets in Europe, this book provides an overview, analysis and comparison of recent dynamics in several national gas markets, at a time of very rapid change within this industry.
Despite the fact that focus groups are an ideal research tool for studying and employing group communication in action, many research practitioners and scholars have missed the opportunity to utilize them to their maximum benefit.
Dieses Buch verfolgt einen ganzheitlichen, on- und offline-übergreifenden Markenführungsansatz und erläutert, warum die Verantwortung für eine langfristige und werthaltige Entwicklung der Marke bei den Entscheidern im Unternehmen bleibt.
This book explores the psychological impact of climate change on organisations and individuals, encouraging the reader to consider the ways in which they can take action to address this critical issue.
The growth of global corporations has led to the development of new business strategies whose complexity and configuration rest on corporate networks; corporate cross-culture and intangible corporate and product assets.
Die gesamte aktuelle Thematik der Mediaplanung zeigt, wie ein gegebenes quantitatives Kommunikationsziel durch geeignete Auswahl der Werbeträger möglichst kostengünstig realisiert werden kann.
This new book focuses on the analysis of the online strategy and development of the luxury industry, tracing the evolution of the Internet from a means of communication to a trade and distribution channel.
Marketing research is the function that links the consumer, customer, and public to the marketer through information-information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
Detailed textbook with a focus on consumer behavior research This textbook addresses the central question of whether and in what way advertising has a lasting influence on the purchase decision process.
Integrating recent research and existing knowledge on food marketing and its effects on the eating behaviour of children, adolescents, and adults, this timely collection explores how food promotion techniques can be used to promote healthier foods.
The failure of many governments to provide basic rights for their citizens has given rise to the expectation that globally operating corporations should step in and fill governance gaps, for example in the area of human rights.
Protect your brand's reputation and maintain public confidence by successfully managing everyday incidents and issues and preventing them from escalating into a corporate crisis.
Climate change has become an important topic on the business agenda with strong pressure being placed on companies to respond and contribute to finding solutions to this urgent problem.
Now in its third edition, Cases in Public Relations Management uses recent cases in strategic communication designed to encourage discussion, debate, and exploration of the options available to today's strategic public relations manager, with the help of extensive supplemental materials.
What is a luxury customer experience and how can luxury brands best use emerging technologies in order to create truly unique, high-end experiences for their customers?
This book analyzes the multi-faceted scandal that has tarnished the reputation of the United Auto Workers (UAW), an iconic union revered for its commitment to union democracy and ethical practices, showing what went wrong to lead the spread of corruption and how to remedy it.
Brennan, Canning & McDowell cover both the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating the subject with a wide range of learning features and case studies.
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.
Trust plays a crucial role in all societies, particularly within the Business-to-Business context where inter-firm relationships, impelled by globalization and the extended enterprise, require a much higher degree of trust to succeed.
The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process.
Leverage the power of the InternetE-Business or Out of Business tells you how Oracle, a global leader in technological innovation and eTransformation, transformed itself to avoid being swallowed by the revolution it helped to launch.
Corporate Social Responsibility in the Arctic considers the new trends and frontiers of Corporate Social Responsibility (CSR) studies that are shaping the future of global business strategy and ethics.
This book accounts that Bangladesh is a potential destination in South Asia exhibiting a steady growth in its economy along with socio-cultural developments.
