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The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantag…
With its assessment and linking of study reports into a coherent narrative, this book accurately describes the technological and economic opportunities of nanotechnology in all important sectors of industry affected. As such, it provides an in depth-analysis within the context o…
Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more Reflects powerful trends ranging from smartphones to globalization Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution By industry in…
Die Marketingwissenschaft lebt von ihrer Vielfalt, vom Widerstreit der Gestalter und Wissenschaftskulturen und von der wertfreien Hinwendung zu neuen Untersuchungsphänomenen. Gleichzeitig kommen immer wieder Fragen nach dem Theoriekern und der klaren Abgrenzung des Gegenstandsbe…
