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For courses in introductory advertising.
This package includes MyLab.
Increase the relevancy and effectiveness of marketing communications
Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Meer
For undergraduate principles of marketing courses.
Companies don’t make decisions. People do.
Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people, who make real marketing decisions, at leading companies every day. Meer
For undergraduate courses in Customer Service, Training and Development, and Service Marketing; also as a supplement for a course in Marketing Principles. Meer
Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Meer
The book addresses the vital issue of how business leaders can prepare themselves to deal with the impact of unexpected events. It raises key questions for leaders to address if they are to avoid being distracted by crisis and remain in touch with a wider context that is subject to constant uncertainty and change. Meer
We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Meer
As technology changes, so too have its applications and our uses and experiences with them have changed as well. The emergence of new technologies offer opportunities for new ways of interacting, playing, working and learning. Meer
A thorough insight into the core marketing concepts using real-life examples.
Essentials of Marketing, 8th edition, by Martin and Blythe offers the most up-to-date critical perspectives on traditional marketing theories as well as contemporary concepts, using recent global examples, case studies and activities based on real-life issues. Meer
Place branding is happening. A new field of practice and study is in existence and whatever we choose to call it there can no longer be any doubt that it is with us. Meer
Provides an accessible introduction to psychoanalytic explanations of consumer desire. Topics are drawn widely to reflect the scope of Freud's vision and include dreams, sexuality and hysteria. Meer
For principles of marketing courses. An engaging and practical introduction to marketing
Marketing: An Introduction illustrates how creating and capturing customer value drives effective marketing strategies. Meer
Public relations is a big and rapidly growing industry, with annual growth rates of 20-30%. It spans the worlds of business, politics and culture, sport and entertainment. Meer
Reviews theories of competition and existing literature, and examines the attributes of market competition and strategies adhered to by firms in the global marketplace. Meer
Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Meer
As the World Thought Leaders on Customer Experience, Colin Shaw and the team at Beyond Philosophy have undertaken more than 18 months of groundbreaking research to discover the emotions that drive and destroy value in an organization, and can now disclose the empirical link between evoking these emotions and substantial financial returns. Meer
Ever since Simon Anholt coined the phrase 'Nation Branding, there has been more and more interest in the idea that countries, cities and regions can build their brand images. Meer
Supplementing ideas and insights with numerous engaging and topical anecdotes, this book explores the radical and distinctive concept and approach of Reverse Psychology Marketing. Meer
Staying at the pinnacle of the advancing business development of transition economies and the impact of changing business conditions is a challenging task for all firms wanting to do business in them. Meer
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