Markedsføring

Market a business by creating and sharing valuable content which gets the message across in the right way to attract more clients and customers.

Apply the tools and techniques of text analytics with ease and add value to your company by understanding its key approaches and the business reality behind them.

This undergraduate textbook adopts the perspective of organizations - not individuals - and clarifies the impact of social media on their different departments or disciplines, while also exploring how organizations use social media to create business value.

This book covers key topics including the moral basis for responsibility, theory and practice of responsible leadership, Asian challenges to responsible leadership, and socially innovative responsible leadership.

Strategic Planning for Public Relations: Beginning the Journey is written for the next generation of public relations professionals. The book's unique approach to strategy and strategic planning provides the tools for students becoming strategists first and tacticians second - essential criteria for successful public relations professionals.

Market Mediations offers a fresh way to look at consumption practices, design and branding issues through analysis based on the French and European intellectual tradition. To account for this vast system of objects and brands, the book draws on the generative trajectory of meaning stemming from the structural semiotics of Greimas obedience.

In this, the first data-driven guide to real time marketing, Chris Kerns outlines the value of RTM via a comprehensive social data performance analysis. He lays out best practices for measuring RTM, injects a data-driven mindset into every step of its methodology, and shows how marketers can grow RTM into a daily win for brands across the globe.

This book addresses the recent debate about copyright law and its impact on the distribution of scientific knowledge from an economic perspective. The focus is on the question whether a copyright regime or an open access regime is better suited to the norms and organizational structure in a purely global science community.

Big Social Mobile shows that big data, along with social and mobile media, can improve enterprise performance significantly, but only when implemented in a holistic fashion. This book offers an integrative process that has helped a wide range of businesses enhance what has traditionally made them unique, resulting in transformative results.

Advances in software, auction-based media, analytics, and big data have made it possible for the average marketer to compete with marketers with 100 times the spending power. Taking Down Goliath profiles the ways in which digital marketing can level the playing field, if you know how to use it.

Marketing to the 90s Generation is based on original research conducted by sociologists and psychologists on generational cohorts, how they come about, what defines them and what it means to society, its institutions and companies.

This book contributes towards the integration of the R&D function with regard to societies, nations, industries and organizations, as well as to leaders within organizations.

Helps you use sports and entertainment topics as the foundation for teaching marketing concepts.

It's a given in today's online marketplace that you are perceived as being always on. Make sure your governance programmes for your systems and platforms keep it that way.Always On provides an understanding of what it takes to develop.

Ed Schoonveld explains how pharmaceutical prices are determined in a complex global player environment and what factors influence the process. The Price of Global Health is the first book of its kind: an in-depth but straightforward exploration of the pharmaceutical pricing strategy process, its underlying market access.

Originally published by Croom Helm, 1987.

Previously published: London: Croom Helm, 1980.

As marketing leaders look for ways to evolve from order takers to market makers, Nirell shows managers the more contextual, intuitive and innovative dimensions of marketing. The Mindful Marketer provides marketers with a powerful nexus between data-fueled analytic thinking and creative, immensely human approaches to marketing.

As places face increased competition for human and capital resources, public managers turn toward corporate-like governance strategies and branding practices to shape places and organizations.

As interest in MBA programs and business schools more generally continues to grow, it is essential that teachers and students analyse their established strategy for decision making.

Drawing on a wide range of case studies, Cultures of Financialization argues that, in our age of crisis, the global economy is more invested than ever in culture and the imagination. We must take the idea of 'fictitious capital' seriously as a way to understand the power of finance, and what might be done to stop it.

Placed within the context of reception studies, this book investigates how advertisements that rely on re-contextualising shared cultural knowledge are understood by their viewers, and examines their persuasive potential.

Get expert insight into the unique challenges faced by the luxury sector and learn how to tackle them with this authoritative guide to luxury branding.

Manufacturing in the UK has an image problem. Although this image problem is more fiction than fact, it nonetheless has an impact on the sector's ability to attract staff, capital, and policy interest. This book redresses this situation by focusing on the real successes of the sector and the strategies used by makers to achieve sustainable results.

A handbook with wide potential usage for both undergraduate and postgraduate students, as well as practitioners, presenting current thinking on sustainability. It explores the ecological models which underpin economic sustainability theory and re-examines the consequences of modern ecological thought on business strategies relating to sustainability.