Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for fir…
"360" Result
Sort By:
"Leading neuroscientists now believe that 90 percent of all human decisions are emotionally based, and made below the level of consciousness. Because the initial triggers for decision making are sensual, and most often visual, a key priority of this book is to examine how best t…
"Leading neuroscientists now believe that 90 percent of all human decisions are emotionally based, and made below the level of consciousness. Because the initial triggers for decision making are sensual, and most often visual, a key priority of this book is to examine how best t…
"Leading neuroscientists now believe that 90 percent of all human decisions are emotionally based, and made below the level of consciousness. Because the initial triggers for decision making are sensual, and most often visual, a key priority of this book is to examine how best t…
This six-volume encyclopedia provides scholars and professionals with a major international guide to marketing concepts and applications. The new developments and challenges of the past ten years are fully reflected in the constructs and entries covered.
A reader in marketing communications
0
Type: Book
A reader in marketing communications
0
Type: Book
Combining papers on marketing communications with commentary and overviews from the editors, case studies and student question and answer sections, this text provides a global perspective on this topical subject.
Preparamos este libro y todos los materiales adicionales con el propósito de ayudarle a entender mejor la comunicación integral de marketing. Los estudiantes necesitan oportunidades para aplicar los conceptos a situaciones de la vida real. Esto les ayudará a comprender con clari…
Un libro fundamental para comprender la importancia de integrar toda la comunicaci̤n de marketing (CIM) y c̤mo se produce y se transmite. Aborda las tendencias m̀s vanguardistas de la publicidad, que se aplican en las industrias modernas de marketing y publicidad. #xF0D8; Ofrece a …
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their …