"What fuels capitalism and what stops it from collapsing? Does marketing communications support and sustain the economic and political status quo? This book is not about describing the ways in which businesses can optimize the messages they put across or about adding to the mark…
'Essentials of Marketing Research' provides a concise introduction to a subject rapidly evolving, not least through the impact of developments in information technology. New to this edition are qualitative data analysis and marketing decision-support systems.
The author explains why it is even more important today that brands need consumer voices to advocate their brands. In this lively and practical book, she uses theories to explain consumers psychology and offers practical examples of which social media platforms are conducive to …
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…
With the introduction of the Internet, consumers have been relying heavily on the media for content. The popularity of consumer-generated content (CGC) has captured the consumer (i.e., user) as the producer, which has caused a power shift in the market from companies to consumer…
This is a textbook which deals with all aspects of IMC from a strategic perspective. Corporate image, identity, and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this.
