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A collection of selected papers presented at the International Conference of Marketing and Management Sciences held from 23 to 25 May 2008 in Athens, Greece. Meer
This essential set provides an overview of the status of brand related research published in the last 50 years, and the debates on a number of still unresolved issues and the contemporary challenges faced by brands and by their managers. Meer
This book deals with the area of marketing in general practice. It presents a step-by-step guide to the nature of marketing in which each aspect is presented in short, separate chapters accompanied by questions, checklists and practical examples. Meer
Globalization is a leading force for industry worldwide, especially the new technology sector. This presents both problems and opportunities in the emergence of a new type of consumer and the effects of globalization on industry in terms of culture, economics, marketing, and social issues at every scale from local to global. Meer
Consumer Behaviour in Sport and Events emphasises the role of consumer behaviour in sport marketing. Given the social, economic, and environmental benefits of sport events, the challenge for marketers is to understand the complexity of sport and event participation. Meer
Reviewing the myths of global marketing, this book explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behaviour. Meer
Provides a consideration of how services are conceptualized, designed and managed, creating the basis for an understanding of the multi-dimensional aspects of services. Meer
Franchising is one of the most popular ways of starting or expanding a business. Although fraught with problems – large initial outlay, unsocial hours, lack of control – it can be highly profitable. Meer
Shopping centers and other forms of retail properties continue to be among the soundest real estate investments in North America. But retail property is a highly specialized field of real estate development with a unique and complex set of legal, financial, development, management, and marketing variables about which investors and developers must possess a sound working knowledge. Meer
Provides a consideration of how services are conceptualized, designed and managed. This book explores the effect of organizational structures, management styles, internal marketing and management competencies on service management decision making and implementation. Meer
Fundamentals of Marketing Research covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user- oriented perspective which aides the student to evaluate the research presented to them. Meer
'Hospitality Sales and Promotion' is the essential guide for every manager in the hospitality industry wanting to achieve maximum profits from their sales promotions. Meer
Written for students and marketing practitioners, Shay Sayre provides a thorough introduction to qualitative methods in market research. The author covers all key topics and borrows techniques from a wide variety of fields to present specific examples that illustrate how these techniques are adapted for marketplace research. Meer
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