Edited by leading brand analyst Kartik Kompella, The Brand Challenge provides a comprehensive and topical examination of the application of branding across key branding fields, including luxury goods, media and entertainment, pharmaceutical and digital. Each chapter covers a dif…
Edited by leading brand analyst Kartik Kompella, The Brand Challenge provides a comprehensive and topical examination of the application of branding across key branding fields, including luxury goods, media and entertainment, pharmaceutical and digital. Each chapter covers a dif…
This monograph is a formal account of the structure and organization of a large Japanese advertising agency. Based on a year's fieldwork in a Tokyo-based agency, the book presents a case study of an advertising campaign to outline the complex relations that exist between differe…
Using both verbal and nonverbal techniques to make its messages as persuasive as possible, advertising has become an integral component of modern-day social discourse designed to influence attitudes and lifestyle behaviours by covertly suggesting how we can best satisfy our inne…
Written from a European perspective, this book demonstrates how services firms can create value by marketing. Divided into five parts, it includes case studies and "Services Marketing in Action" boxes. Aimed at final year marketing students, it is also useful for practitioners w…
Beskrivelse: This text offers coverage of: finding competitive advantage and differentiating the marketing offer; global marketing; the impact of a united Europe in 1992; service marketing strategy; integrated direct marketing and database marketing; geodemographic segmentation;…
From this book, you will learn specific techniques for making the web's two-way marketing conversation work successfully, productively, and profitably. Moran shows how to choose the right new marketing tools, craft them into an integrated strategy, and execute it, achieving unpr…
This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications
Provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Links marketing theory with practical business experience through case studies from cutting edge companies such as ASOS, Spotify, Zalan…