Markedsføring

Examining the extent to which trade adversely affects domestic workers, Making Sense of Anti-Trade Sentiment documents statistical relationships between exports and imports and domestic employment/wages.

Drawing upon interviews with key people in the World Rally Championship as well as trans-local ethnographic research, this book explores questions of commerciality and sporting identity, tackling the sport's controversial handling of the shift into 'the commercial age'. It is essential reading on combining sporting heritage and commercial progress.

Understanding new strategic approaches is provided by examining how the online world is being exploited by organisations in sectors of a modern economy such retailing, healthcare and the public sector in terms of creating new forms of competitive advantage as a consequence of the advent of mobile technology and online social networks.

Marketing Big Oil begins with an historical perspective looking at how Big Oil came to be and then analyzes the marketing and corporate branding programs of these oil titans to demonstrate what does and doesn't work, showing us how even the largest companies sometimes fail to get their message across.

Without influence, managers are ineffective. In today's workplace, managers need to influence up, down and increasingly, sideways as organizations become less hierarchical. This book is expertly designed to diagnose and develop managerial influence, focusing on four key strategies: investigating, calculating, motivating and collaborating.

Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment.

This is the first book-length study of the linguistics of organizational styling, looking at the language and semiotic resources used by holiday resorts, pharmaceutical companies, restaurants and insurance companies in order to project their identities, and style themselves.

Customer value management is a managerial approach in which customers are perceived as the company's asset, the value of which may be measured and increased through the organization of processes around customer relationships.

Big Data is a growing business trend, but there little advice available on how to use it practically. Written by a data mining expert with over 30 years of experience, this book uses case studies to help marketers, brand managers and IT professionals understand how to capture and measure data for marketing purposes.

This book introduces into the practical application of Quality Function Deployment (QFD) beyond the famous House of Quality Matrix by presenting a fully developed example of a clear and comprehensive QFD framework.

Junmin Wan takes a two prong approach to analysing this pressure in Japan in his new volume Consumer Casualties. He first clarifies the consumer preference for habit to identify useful approaches toward solving a number of economic issues, such as gambling and other addictive practices.

This monograph provides a comprehensive source of analysis and research on alternative investments in the wealth management process, with a special focus on Poland and Eastern Europe.

In Obstructive Marketing, Maitland Hyslop deals with a very negative kind of activity which embraces activities, legal or otherwise, designed to prevent or restrict the distribution of a product or service, temporarily or permanently, against the wishes of the product manufacturer, service provider or customer.

Presents an approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications with the inbound or 'pull' media of Internet, mobile communications, and social networks. This book takes a different view - that the marketer and the customer build the ongoing brand value together.

'First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style. You are encouraged to participate in the almost distance-learning approach and via the innovative and thought provoking "stop-points" - Martin Evans, Senior Fellow, Cardiff Business School

Engage with increasingly empowered consumers through multiple channels on a global scale with this must-have guide for prospective and practicing advertising professionals.

The global pharmaceutical industry is currently estimated to be worth $1 trillion. Contributors chart the rise of scientific marketing within the industry from 1920-1980. This is the first comprehensive study into pharmaceutical marketing, demonstrating that many new techniques were actually developed in Europe before being exported to America.

Adopting a multi-disciplinary and comparative approach, this book focuses on the emerging and innovative aspects of attempts to target the accumulated assets of those engaged in criminal and terrorist activity, organized crime and corruption. With contributions from leading international academics and practitioners in the fields of law.

This book analyzes the evolution of foreign trade cooperation between Russia and China in the context of the rapidly growing global economy, especially in the Asian-Pacific region. The authors describe characteristics of national innovational economies with examples from countries in the Asian-Pacific region.

Origination: The Geographies of Brands and Branding offers innovative theoretical and conceptual frameworks relating to the ways that actors create meaning and value in commodity brands and branding through processes of geographical association.

The proposed book provides an assessment of an important yet controversial policy initiated by the Indian government and governments of several other developing countries.