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Advertising looks at the structure and organisation of the industry, how campaigns are constructed and costed, the various methods of promotion, above-the-line and below-the-line costs, legal and ethical issues, market research and much, much more. Meer
Social marketing is receiving unprecedented focus and support from government, the private sector and charities internationally. Social marketing attempts to educate people in the hope that they will make ‘informed’(i. Meer
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
Marketing Across Cultures, 6th edition, by Jean-Claude Usunier and Julie Anne Lee
In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. Meer
Schiffman, Kanuk & Hansen, Consumer Behaviour: A European Outlook 2e
The second European edition of Schiffman and Kanuk's classic Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy, how they evaluate their purchase, and how they ultimately dispose of it. Meer
For undergraduate courses in Service Marketing
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Meer
The eagerly awaited third edition of Brassington and Pettitt’s innovative and creative Essentials of Marketing is a concise, no-nonsense book, designed to contain all the essential information that students need to understand when taking a short introductory course. Meer
Help your students grasp the principles of marketing with this concise text. Essentials of Marketing, 3rd edition, combines theory and practice to equip your students with the information they need to gain a practical understanding of modern marketing. Meer
Co-creation is fast becoming a buzz word in tourism. Traditional approaches to value creation in tourism suggest that operators and suppliers produce goods and services which are consumed by tourists. Meer
Focusing on a new and developing field, this text provides an overview of the development of marketing thought and the emergence of critical marketing. Meer
Focusing on a new and developing field, this text provides an overview of the development of marketing thought and the emergence of critical marketing. Meer
A company exists to make profit, and everything it does is a step towards that goal. Many firms are trying to get closer to their customers, but few realise how crucial this is to corporate value. Meer
You′ve chosen this book. Which probably means you′re a marketer, you′ve heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands, channels and relationships? Meer
Discover how the world′s leading companies have added value to their company by rewiring the brand creation process
Brand Rewired showcases the world′s leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity. Meer
Firms are continually seeking new ways to forge close relationships with their most valuable customers. With recent advances in networking and database management, firms have both the motivation and the means for improving their Customer Relationship Management (CRM) strategies. Meer
Praise for Winning At Retail
"Winning at Retail offers the most effective strategies available for retailers. At McDonald′s, the ′Quick–EST′ model is crucial, because being close and convenient to where our customers live, work, and shop helps us create maximum value. Meer
This book examines trademarks and brands, and their historical role in national competitive and comparative advantage and in overall economic growth. The contributors provide an historical account of the contribution of brands in consumer goods to economic growth; examine the development of trademark law, its influence on brand strategy, and reciprocally the influence of strategy on the law; and look at the building and repositioning of individual brands as example of the interplay of law and strategy. Meer
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