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Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles, theories and practice of marketing communications. Meer
‘Retail Marketing Management covers all the essential theories needed to understand the complicated business of retail: from understanding the consumer and purchasing of the product through to store layout and communications. Meer
Radio's niche marketing revolution evolved to address the problems of market fragmentation. These problems are responsible for steep declines in traditional media revenues. Meer
Published as part of Palgrave Macmillan's IE Business Publishing Series, Simply Seven is a practical guide to Internet business for students, entrepreneurs and executives. Meer
As conscientious consumers, we become overwhelmed with alarms about food contamination, climate change, chemical pollution and other environmental and health-related risks. Meer
Explores the growing importance of aesthetic factors in the success of brands and the reluctance of brand managers and academics to deal with these issues. Meer
The Idea Writers guides both new and experienced copywriters through the process of creating compelling messages that sell. It shows readers what it's like to work in the fast-paced world of an agency while providing practical adviceplusdetails oncreatingaward-winning multimedia ad campaigns. Meer
A case-study based guide which showcases the individuals within organizations who nurture and sustain brands and bring them to life through their everyday performance. Meer
The media increasingly refer to football clubs as brands. Certainly concepts such as loyalty, affiliation, emotional ties with football clubs seem to parallel the relationship between consumer and brand in the broader marketing sphere. Meer
Star-Spangled Soccer traces the development of soccer in the USA. It is the first book that tells the story of how the sport rose to extreme highs and suffered almost catastrophic lows as it fought to position itself on the American sports landscape, beginning with the announcement from FIFA in 1988 that America would host the 1994 World Cup. Meer
This fifth edition of the successful Promotion and Marketing for Broadcasting, Cable, and the Web, 4ed takes an important, timely look at the newest media venue, the Internet. Meer
This collection of original ethnographically based research from five continents, provides insights into the dynamics of stability and change in our globalizing world. Meer
Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Meer
Very Short Introductions: Brilliant, Sharp, Inspiring
Marketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Meer
Drawing on disciplines such as economics, sociology and psychology, Introduction to Marketing encourages readers to critically analyse marketing frameworks, and discuss alternative options. Meer
Semiotics is concerned with the signs and meanings that are attached to linguistic and non-linguistic things and events. As such it plays an increasingly important role within marketing as marketing is seen in terms of exchange relationships that entail psychological and social, as well as physical and financial meanings. Meer
The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. Meer
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