Markedsføring

This book explores how women in public relations navigate through attitudinal, structural and social barriers in advancing their leadership roles. It is grounded in rich empirical evidence gained through two phases of a funded research project conducted in the field.

Covering both quantitative and qualitative market research methods and including rigorous academic theory, this book explains the breadth of modern methods for upper level business and social science students.

With more time to communicate than ever before, we find ourselves in a dystopian world where platforms like Facebook, Instagram and Twitter are disintermediating traditional media channels, resulting in the loss of jobs in newsrooms, and creating an era where truth is now in the eye of the beholder. At the same time we are embracing the power of big data and analytics to tell us what business leaders should say and do. Is that the right approach or are we just taking the easy way out? Aimed primarily at communications management professionals, Our Future in Public Relationsexplores whether the profession of public relations still matters today. Is PR just a new form of marketing or is it more alive and important than ever before, especially as a driver of purpose-driven organizations? In an era of fake news and diminishing trust, it's time to ask exactly what our future in public relations will be.

This unique text focuses on the application of global marketing principles specifically for small tourism businesses around the world and provides the building block for effective and practical marketing plans.

The topic of 'experience' is becoming central to full understanding of consumer behaviour. The book covers the key sectors where it is critical - from resort management and tourist information to destination marketing. International in scope it backs up the theory throughout with relevant case materials, questions and exercises.

"This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples which contextualise theory"--