Markedsføring

The Last Mile helps lay readers not only to understand behavioral science, but to apply its lessons to their own organizations' last mile problems, whether they work in business, government, or the nonprofit sector.

The aim of this text is to demonstrate how advertising can better serve its audience. It points out that advertising is full of legal falsity, and argues that the problem with this falsity is not so much the bald lie, as it is the deception, and so calls for regulatory adjustment.

This book presents an overall picture of both B2B and B2C marketing strategies, concepts and tools in the aeronautics sector. It deals with the whole value chain, both civil and defense, from parts, engine through airframers to airlines and airports.

With engaging real-life examples from brands such as Netflix and Paypal, this friendly textbook will lead students to exam success whilst encouraging them to think critically about key topics such as digital technologies, globalization and being green.

China has the largest child population in the world. This book provides answers to various questions and draws conclusions about Chinese children as a market and its implications for advertisers and marketers, parents, policy makers and social groups.

This text is designed to engage students in the study of marketing. A diverse range of organisations, goods and services from Australia, New Zealand and the Asian region are featured to illustrate key concepts, coupled with detailed coverage of the latest marketing theory, research and thinking.

This volume provides an interdisciplinary analysis on the political role of corporations in society by using the analytical device of corporate citizenship. It questions what ideas on corporate citizenship may say about the ongoing publicization of the corporation and the implications of these developments for the public domain and welfare state.

Provides the material that first-year MBA students need to gain a mastery of core concepts in marketing management. This book includes issues that can be organized around an easy-to-remember framework of 5Cs, STP, and 4Ps.

Handle crisis effectively, learn to manage reputation, and resolve issues with minimum damage and disruption to your business with this definitive handbook.

For brands to succeed in a competitive environment they need to build a 'loving' relationship with their customers. Brands need to construct an emotional engagement with customers so that they feel genuinely connected to it and what it has to offer. Through 15 steps this books reveals how to use High Design principles to build a truly loved brand.

To stay competitive, firms need to build great products but they also need to lend these products to the uses and misuses of their customers and learn extensively from them. This is the first book to explore the idea that allowing customers to adapt features in online products or services to suit their needs is the key to viral growth.

Offers comprehensive coverage of emerging online business strategies, up-to-the-minute technologies, and the developments from the field that equips readers with a solid understanding of the dynamics of this fast-paced industry.

How do you orchestrate the next advertising campaign? This book includes tips that you can need to succeed in the class and get your project chosen in the future.

This book examines the paradox of a globalizing city, which has both a highly developed financial, service, and industrial sector as well as degraded labor, considerable unemployment, unprecedented inequality, and precarious infrastructure.

Intended for scholars, researchers, and academic leaders who have a passion to share their knowledge outside their classroom, laboratory, or institution; who want to make a difference. This book offers insider advice on how to communicate your message. It includes an appendix which lists key media in North America, Australia and the UK.

An engaging, introductory textbook designed to help students develop an understanding of the basic principles of marketing and how they can be applied in practical settings to create superior value for customers.

From the Lens of Color identifies and delineates a methodology for effectively positioning and/or repositioning oneself in today's global job market that moves significantly beyond strategies associated with simply developing a resume, cover letter or business plan.

Explore the advertising landscape from a global perspective.

What happens to the nation when it is reconceived as a brand? How does nation branding change the terms of politics and culture in a globalized world? Branding the Nation offers a unique critical perspective on the power of brands to affect how we think about space, value and identity.

A visual identity is the strategically planned and purposeful presentation of the brand or organization in order to gain a positive image, including - but not limited to - its name, logo, tagline, color palette and architecture, and even sounds. This practical guide explores visual identity from an organizational brand perspective.

Visits to customers by a team of marketers and engineers play an important role in exploring customer satisfaction. This book provides step-by-step instructions for making use of this market research technique. It contains several examples which explain how to set feasible objectives and how to select the right kind of customers to visit.