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The Customer Asset

gebondenEngels9783031474200 17-12-2023

This book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. The authors present the VARIED framework for quantifying the customer asset, enabling marketers to devise strategies that enhance its value. Meer

50,51

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Jan Y. Yang

The Pricing Compass

paperbackEngels9783031520624 28-2-2025

This book provides business owners and practitioners with a comprehensive and pragmatic guide to pricing, which lays out the essential steps to professionalizing pricing from day one all the way to a more mature stage. Meer

50,51

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Rethinking Place Branding

gebondenEngels9783319124230 8-12-2014

As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. Meer

180,99

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Tourism in Latin America

gebondenEngels9783319057347 16-9-2014

This book presents eleven case studies of success about Latin America tourism. The cases are embedded in a framework describing the economic and cultural foundations of tourism development in the continent. Meer

120,99

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Instructor's Manual for Strategic Marketing Cases in Emerging Markets

paperbackEngels9783319526966 8-6-2017

This is a teaching companion to the case studies provided in the book 'Strategic Marketing Cases in Emerging Markets' and is intended to help teachers and trainers follow a pedagogic line by using the case studies to develop a critical understanding of the service business scenarios and strategies for marketing in emerging markets. Meer

36,99

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Michael Kleinaltenkamp

Fundamentals of Business-to-Business Marketing

gebondenEngels9783319124629 24-3-2015

This textbook gives a comprehensive overview of the key principles of business marketing. The reader will be introduced into methods and theories in order to understand business markets and marketing better. Meer

60,99

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Stavros Georgiades

Employee Engagement in Media Management

gebondenEngels9783319162164 10-4-2015

This book explores a major media management topic on the basis of case study research conducted in European, US and Brazilian media companies. More specifically, it examines the dynamics of employee engagement, aiming at organizational development through change. Meer

60,99

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Johannes Robier

UX Redefined

gebondenEngels9783319210612 7-9-2015

Customers consider many crucial factors, even subconsciously, when purchasing a product or engaging a service provider, consequently building a sense of trust which is decisive towards their user experience through to customer experience. Meer

60,99

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Pierre Mora

Wine Positioning

paperbackEngels9783319796345 28-3-2019

This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Meer

69,39

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Theo Lieven

Brand Gender

gebondenEngels9783319602189 19-10-2017

This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Meer

156,63

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Bodo B. Schlegelmilch

Global Marketing Strategy

paperbackEngels9783319799216 24-4-2018

This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. Meer

60,99

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Allan Dib

The 1-Page Marketing Plan

PaperbackEngels9781989025017 24-5-2018

21,86

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Wided Batat

The New Luxury Experience

gebondenEngels9783030016708 8-5-2019

This professional book introduces marketing and luxury brand professionals to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical space (e. Meer

96,99

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Higher Education Marketing in Africa

gebondenEngels9783030393786 21-5-2020

This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa. Meer

128,33

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Higher Education Marketing in Africa

paperbackEngels9783030393816 21-5-2021

128,33

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Strategic Innovative Marketing and Tourism

paperbackEngels9783030361280 12-3-2021

This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Meer

396,99

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Diana Derval

Designing Luxury Brands

paperbackEngels9783030100759 4-1-2019

This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Meer

78,99

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Handbook of State Aid for Film

paperbackEngels9783030101008 25-12-2018

This book is an analysis of the specificities of public film funding on an international scale. It shows how public funding schemes add value to film-making and other audio-visual productions and provides a comprehensive analysis of today’s global challenges in the film industry such as industry change, digital transformation, and shifting audience tastes. Meer

240,99

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Green Marketing in Emerging Economies

gebondenEngels9783030825713 4-1-2022

Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Meer

199,08

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Channel Strategies and Marketing Mix in a Connected World

paperbackEngels9783030317355 21-1-2021

This book aims to revisit the “traditional” interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on the following four dimensions in this context: Consumers, Products, Value Proposition and Sustainability. Meer

168,99

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