This book provides an understanding of the concept of marketing and its role in business and public organization including the need for scientific marketing analysis. It includes a variety of mathematical models applied for better decision making, promotional decisions in the presence of…
eBook – 2019-12-20
CRC Press
Mathematical Engineering, Manufacturing, and Management Sciences
Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand. Place…
eBook – 2019-11-28
Routledge
The concept of value has been at the heart of marketing thought and practice. Marketers strive to develop a unique value proposition to satisfy the needs of customers in order to create a differentiated offering to targeted customers, be they end consumers or business users. It is the unique value…
eBook – 2019-11-21
Routledge
Routledge Frontiers in the Development of International Business, Management and Marketing
This cross-disciplinary business book develops insight into the management of businesses operating in various economic sectors that take a proactive approach to the triple dimension of sustainability (economic, social and environmental), positioning itself as a key reference for both academics and…
eBook – 2019-11-20
Routledge
The Annals of Business Research
This book sets out the new frontier of marketing and communication through real case histories. Companies must rethink their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI…
eBook – 2019-10-18
Routledge
Routledge Studies in Marketing
Ethical Issues in International Marketing is a valuable resource for readers’increasing need for knowledge of this important area. In recent years, ethical issues in international marketing have come to the forefront due to publicity and controversy generated from several international cases…
eBook – 2019-09-16
Routledge
Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous fi rms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad defi nition of base of the pyramid (BoP)…
eBook – 2019-09-10
Routledge
Routledge Studies in Marketing
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
This is the first book on climate change denial and lobbying that combines the ideology of denial and the role of anthropocentrism in the study of interest groups and communication strategy. Climate Change Denial and Public Relations: Strategic Communication and Interest Groups in Climate Inaction…
eBook – 2019-06-26
Routledge
Routledge New Directions in PR & Communication Research
Pleasure plays a significant but often neglected role in the creation of consumer wellbeing and the relationship between the food consumption experience and healthy eating. This innovative collection focusses on the experiential and hedonic aspects of food and the sociocultural, economic,…
eBook – 2019-06-11
Routledge
Routledge Interpretive Marketing Research
Inextricably linked to neoliberal market economies, public relations’ influence in our promotional culture is profound. Yet many aspects of the professional role are under-researched and poorly understood, including the impact on workers who construct displays of feeling to elicit a desired…
eBook – 2019-06-04
Routledge
Routledge New Directions in PR & Communication Research
Intellectual Property Branding in the Developing World identifies success stories in the areas of intellectual property (IP) and branding for non-technological innovation in the developing world. The author examines the relationship between IP, branding and innovation to demonstrate that innovation…
eBook – 2019-05-13
Routledge
Routledge Research in Intellectual Property