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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. Meer
This book provides a comprehensive discussion of the phenomenon of World Heritage tourism through a critical, global perspective that encompasses both supply and demand. Meer
For principles of marketing courses. An engaging and practical introduction to marketing
Marketing: An Introduction illustrates how creating and capturing customer value drives effective marketing strategies. Meer
Provides an overview of essential marketing principles within a visually engaging, reader-friendly presentation. This book helps readers develop the knowledge and decision-making skills they need to succeed in competitive business environment. Meer
Confronting the wide range of factors that management face in relation to global changes, this volume focuses on the implication of these changes for organizations. Meer
For many companies, brands are now their most valuable assets - yet there is insufficient knowledge within business in general of legal systems that exist to allow brand owners to protect these assets. Meer
Explains the nature of marketing and the importance of understanding the complexities of the market place in a concise manner. In this book, the strategic content makes it suitable for use on strategic marketing, marketing analysis and marketing management courses. Meer
Creating and delivering superior customer value is essential for organizations operating in today's competitive environment. This applies to virtually any kind of organization. Meer
For over four centuries, "Puritan" has been a synonym for dour, joyless, and repressed. In the tenth anniversary edition of Puritans at Play, Bruce Daniels reappraises the accuracy of this grim portrait by examining leisure and recreation in Colonial and Revolutionary New England. Meer
Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services.
Looking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and which must be added to the traditional functions of branding: the minimization of risk as perceived by buyers, and the facilitation of the customer company's performance by the supplier brand. Meer
Metaphors are widely used within marketing literature, yet so far have remained unacknowledged. This book aims to redress that omission. Such widely known topics such as globalization of markets, viral marketing and many others are in fact metaphors; moreover, marketing itself may be a metaphor, underlying many exchanges and relationships. Meer
This book is the most up-to-date account of research based on the Behavioural Perspective Model of consumer choice. Foxall's contribution is explored in relation to marketing management, the adoption of innovations and further research in consumer behaviour. Meer
This second edition of the
The Blackwell Encyclopedia of Marketing has been revised and updated, with new content on aspects of cross cultural marketing, research in marketing methodologies, societal marketing and marketing strategy. Meer
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers. Meer
Customers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers' automatic thoughts and how such thoughts accurately forecast brand choice. Meer
I am gratified that there is sufficient interest in the subject matter so as to support the offering of a second edition of this monograph. The of differential games dynamic interpretation and game theoretic foundation form a powerful and vital methodology for helping us study and understand marketing competition. Meer
Intended primarily at intermediate and advanced undergraduate and postgraduate students taking International Marketing modules. This book covers the range of international marketing topics, logically divided into four Parts that outlines the core concepts of international marketing, and discuses the environmental forces. Meer
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