Markedsføring

Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity.

Statement of responsibility partially from cover.

Statement of responsibility partially from cover.

Your reputation affects everything, the opportunities that come your way in business and in life - learn the rules to life's most important game...

This book addresses a conundrum for the international development community: The law of development cooperation poses major constraints on delivering aid where it is needed most.

This book describes how non-profit organisations (NPOs) communicate what they constitute, signal success and display sustainability in order to convince stakeholders to provide essential resources.

This book offers the first comprehensive exploration of frequent flyer programs. Strategy in Airline Loyalty also explores how the programs have evolved over time from marketing programs to financial powerhouses, identifying both the catalysts for change, as well as the strategic options and underlying trade-offs available to airlines.

This book explores, describes and explains the predictors essential for the acceptance of social media as a digital platform to share professional knowledge in the field of automotive repair in Germany.

James Rubin and Barie Carmichael provide a roadmap for businesses to rebuild trust and find their voice. Reset offers case studies of reputations lost and found, suggesting fundamental strategies to mitigate risk and build the corporate brand. This book is a guide to navigating the pitfalls and taking advantage of the opportunities of the new era.

Providing in-depth analysis, this book enables readers to understand the theoretical aspects of personal selling and explores the difficulties of selling services which are sensitive to cultural, age and gender differences, and to customers originating from diverse cultural zones.

This book presents a new diagnostic information methodology to assess the quality of conversational telephone speech. The dimension scores gathered with the new test method are used to determine the quality of each conversational phase, and the qualities of the three phases, in turn, are combined for overall conversational quality modeling.

Revised edition of the author's Tourism Marketing for cities and towns, c2006.

Kelso challenges readers to reflect on the social impact of advertising from multiple perspectives. Topics include but are not limited to: a history of modern advertising in the US, how advertising can privilege or marginalize social constructions of identity, the problematic targeting of children, and the masks behind corporate advertising.

Exploring the elements that constitute the perceived luxuriousness of a brand, this book addresses the changing definitions of the term 'luxury' in today's world.