Markedsføring

Alternative, engaging, aimed at students, and written with the intention to challenge and educate. The onus is on fostering active consideration of marketing in the world.

Combine insights from cognitive psychology, social psychology and neuroscience to reveal why we trust some brands more than others, and why some survive crises while others don't.

The first critical and state-of-the-art review of the relations between telecommunications and all aspects of city development and management. Includes case studies from Europe, Japan and North America.

Shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. This title asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts.

An introductory textbook for this crucial topic that is illustrated and is packed with over 50, real examples of influential marketing campaigns.

This rigorous text takes a critical view of the dot-com hype and considers the fundamental realities of the e-economy from a range of business perspectives.

This work analyses the major controversies in the "philosophy debates" raging throughout the field of marketing. Using an historical approach, it argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory.

Focuses on how to make the most from the search engine industry. Concentrating on the strategic element rather than the procedural approach, this work demonstrates how to adapt the tactical techniques, such as paid search, site side optimization and analytics packages, into search strategies in order to achieve marketing or corporate objectives.

The author knows how important it is for a business to be liked - by customers, employees, stakeholders, and the general public. This book lays out 11 strategies for organizations of all sizes to spur growth, profits, and overall success. It reveals the returns you can get when you gain the trust of your customers and stakeholders.

Understanding the mind of the consumer is daunting for marketers. As science probes the interplay of reason and emotion in decision-making, this book offers analytical perspective on the brain, using biometric studies to blaze new frontiers in market research.

Consumer behaviour is changing. New technologies, demographic and social changes account for an increasing demand for certain types of product and services, and different ways of accessing them. Old fashioned shopping seems to be on the way out - but is it really?

Charts developments once envisaged by Keynes, Chase, Galbraith and Packard, and radical thinkers such as Chris Anderson. This book describes how many goods and services have moved from relative scarcity to relative abundance, and asks how this trend can be reconciled with the global issues of population growth and climate change.

Describes how to successfully manage and market a public relations firm. This book demonstrates how to market, promote, and sell a firm to attract, win, and hold the right clientele. It is useful for owners of small- and medium-sized PR firms, senior managers of small, medium, and national firms, and university public relations professors.

This management book documents the remarkable transformation of DSM, first from a coal mining company to a commodity chemicals producer and then in the last two decades to the life sciences & materials sciences company it is today, with its strong focus on biotechnology.

The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the 'semiotics' of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures.

Revision of the author's Marketing cultural organisations.

MaryLee Sachs has drawn on her research and interviews with some of the most inventive new CMOs from companies in established and emerging markets. What the New Breed of CMOs Knows that You Don't speaks to the future of marketing, the strategic value of the function and the role of the CMO.

Corporate Social Performance in Emerging Markets provides an effective tool for companies to help them engage in CSR activities and become a responsible company in CEE countries such as Poland, Hungary, the Czech Republic and Slovakia; focusing on the difference of stakeholders and their attitudes to those of Western Europe.

The authors also introduce their own theory of PR evaluation and apply it to five different types of activity: interviews, press conferences, generic campaigns, crisis PR and long-term projects. In addition, the book contains many valuable tips and real-life examples throughout.

Endorsed by The Chartered Institute of Marketing (CIM), this work includes a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory of marketing. It contains past examination papers and examiners' reports to enable you to practise what has been learned.

A companion to the CIM professional marketing qualifications that includes study materials to be endorsed by The Chartered Institute of Marketing (CIM). It includes chapters that feature case studies, study tips and activities to test your learning and understanding as you go along.

Describes energy management outsourcing as a way of addressing the energy challenges facing all organisations, namely high and volatile energy prices, the need to mitigate climate change and supply constraints as oil production peaks. This book discusses the risks and benefits and helps through the process of deciding whether to outsource or not.