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Advertising & Promotion

  • Die Effektivität der Telekommunikationsregulierung in Europaby

    Springer Berlin Heidelberg 2008; US$ 32.86

    Die markt- und wettbewerbsorientierte Regulierung der Telekommunikation ist seit Jahren wichtiger Gegenstand europäischer Richtliniensetzung und nationaler Gesetzgebungen. Die Liberalisierung der europäischen Telekommunikationsmärkte hat zu erheblich veränderten Marktstrukturen sowie zu Wachstum geführt. Nun steht erneut eine Überprüfung und Weiterentwicklung... more...

  • Managing Brand Equityby David A. Aaker

    Free Press 2009; US$ 35.00

    The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive... more...

  • Brand Portfolio Strategyby David A. Aaker

    Free Press 2009; US$ 30.00

    In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class... more...

  • A New context and Emerging Theories for Product, Place and Corporate Brandsby Temi Abimbola

    Emerald Group Publishing Limited 2012; US$ 199.00

    This ebook examines the notion of brands in terms of identity, values, expression, symbolism, equity and competition. It explores relationships, partnerships, trade-offs and promises in the virtual and real world, reflecting on corporate, social responsibility (CRS) for products, organizations and places, with reference to some of the main theories... more...

  • The Seven Myths of Customer Managementby John Abram; Paul Hawkes

    Wiley 2005; US$ 75.00 US$ 65.00

    In this lively and readable book, the authors argue that in recent years far too much has been made of customer satisfaction, and that this has come at the expense of hard-edged consumerism. Whether or not "the customer is king," the first rule of business is to make money. Pragmatic and practical, the book destroys seven key myths about customer management... more...

  • Successful Marketing Communicationsby Cathy Ace

    Taylor and Francis 2012; US$ 51.95

    'Successful Marketing Communications' is a comprehensive, introductory text that takes a very practical approach to the subject of marketing communications. The text clearly covers all of the marketing communications content from certificate to advanced level and is ideal for students who need to gain a practical insight into promotional planning and... more...

  • The Edge: 50 Tips from Brands that Leadby Allen P. Adamson; Steve Forbes

    St. Martin's Press 2013; US$ 20.25

    In the digital age, the old rules of marketing and branding are in desperate need of overhaul. Word of mouth has evolved to word of type as customers promote or deride products and services to a massive Internet audience at a moments notice. Any misstep away from the brand message becomes a catastrophe as companies are no longer afforded the luxury... more...

  • The End of Fashionby Teri Agins

    HarperCollins 2010; US$ 11.24

    The time when "fashion" was defined by French designers whose clothes could be afforded only by elite has ended. Now designers take their cues from mainstream consumers and creativity is channeled more into mass-marketing clothes than into designing them. Indeed, one need look no further than the Gap to see proof of this. In The End of Fashion,... more...

  • Limitlessby Ajaz Ahmed

    Ebury Publishing 2015; US$ 23.96

    There isn?t a magic formula for better leadership. But there is an enduring philosophy behind the most inspiring leaders in business, past and present. It?s one that has outlasted markets, currencies, meltdowns, revolutions and regime changes. Limitless is a celebration of the transformative power of thinking beyond conventional boundaries. Its... more...

  • Internal Marketingby Pervaiz K. Ahmed; Mohammed Rafiq

    Taylor and Francis 2013; US$ 58.95

    A clear-sighted introduction to a complex subject, 'Internal Marketing' provides the reader with a succinct overview of the most recent thinking and practice. The text begins by defining what internal marketing is and how it can work, and from this foundation: * Outlines state-of-the-art thinking and practice * Demonstrates how internal marketing... more...