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Macro-social marketing is an approach to solving wicked problems. Wicked problems include obesity, environmental degradation, smoking cessation, fast fashion, gambling, and drug and alcohol abuse. As such, wicked problems are those problems that are so complex and multifaceted, it is difficult to…
eBook – 2019-07-15
Routledge
Routledge Interpretive Marketing Research
The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business…
eBook – 2019-01-15
Routledge
Routledge Studies in Marketing
How do people communicate their romantic feelings? Gift giving is one way. Giving and receiving of gifts is a characteristic of intimate relationships. Gifts are a message, a form of communication with a tangible material object, about love, affection, or concern for the recipient. The "romantic…
eBook – 2018-09-05
Routledge
Routledge Interpretive Marketing Research
For much of the last century, large, predominantly US corporations used public relations to demonstrate that their missions resonated with dominant societal values. Through the construction and conveyance of the "corporate persona", they aimed to convince citizens that they share common aspirations…
eBook – 2017-07-20
Routledge
Routledge New Directions in PR & Communication Research
Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in…
eBook – 2015-10-08
Routledge
Routledge Interpretive Marketing Research
A favorable reputation is an asset of importance that no public sector entity can afford to neglect because it gives power, autonomy, and access to critical resources. However, reputations must be built, maintained, and protected. As a result, public sector organizations in most OECD countries have…
eBook – 2014-10-30
Routledge
Routledge Critical Studies in Public Management
A practical guide for providers and administrators in the health industry, this stimulating volume explains how to effectively use a variety of marketing practices such as advertising, public relations, fund raising, and “word of mouth” from satisfied clients.…
eBook – 2014-07-10
Routledge
Alignment: A Provider’s Guide to Managing the Practice of Health Care uses the method of alignment with proven examples and strategies to help health care providers achieve and maintain optimum effectiveness through continuous enhancement. Focusing on defining information and using it to…
eBook – 2013-11-26
Routledge
Consumer Satisfaction in Medical Practice will equip physicians and other decision makers in health care with the necessary tools to meet the growing demand for customers’satisfaction in medical practices. Addressing the deliverance of accurate and affective medical services, this intelligent…
eBook – 2013-08-21
Routledge
Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each…
eBook – 2013-07-24
Routledge
Routledge Interpretive Marketing Research
Relationship marketing is one of the most challenging marketing concepts of the decade. In a five-year 'fly on the wall' case study, Halinen explores the relationship between a Helsinki advertising agency and its international client.…
eBook – 2012-11-12
Routledge
Routledge Advances in Management and Business Studies
Based on hundreds of hours of in-depth interviews with senior marketing and corporate communications managers from top companies such as Hewlett-Packard, Ericsson, Philips, and Xerox, this book is packed with hands-on advice to ensure business success in the new millennium. Companies must learn…
eBook – 2012-11-12
Routledge