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This practical new book is written by a leading wine industry expert, in an easy and accessible style. Illustrated with many case studies from around the world, this book describes how marketers and academics can respond to new challenges in the wine trade and is an invaluable guide to anyone working in, or interested in, this industry. Meer
This book looks at the field of fine arts, design and culture as an alternative source of inspiration for ways to work. It is a book about a better future for brand marketing and business leadership, thanks to the dreams and the visions of artists, designers and other creative industry leaders. Meer
As technology changes, so too have its applications and our uses and experiences with them have changed as well. The emergence of new technologies offer opportunities for new ways of interacting, playing, working and learning. Meer
Written by experts in Luxury and Fashion Management at SKEMA Business School this exciting new book offers a new perspective that challenges the established rules of the luxury and fashion industry. Meer
Customer centricity is fundamental to business growth and ongoing success. Most executives appreciate the importance of it yet don't know how to execute it or sell the processes internally. Meer
Real Luxury examines what a 'luxury brand' is from economic, sociological and psychological standpoints. It spells out the challenges the industry is facing and puts forward a new, practical model aimed at reviving and protecting luxury brands, based on the authors' hands-on experience in the industry. Meer
For courses in introductory advertising.
This package includes MyLab.
Increase the relevancy and effectiveness of marketing communications
Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Meer
The world of pricing has been changing at a fast pace. There has been a development of new dynamic pricing strategies, an explosion of new pricing tactics, and a focus on smarter buyers. Meer
This new book focuses on the analysis of the online strategy and development of the luxury industry, tracing the evolution of the Internet from a means of communication to a trade and distribution channel. Meer
This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront. Using a mixture of unique but tried and tested bespoke management models and case studies, line managers are identified as the critical community in the war between brands. Meer
A case-study based guide which showcases the individuals within organizations who nurture and sustain brands and bring them to life through their everyday performance. Meer
Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Meer
The book addresses the vital issue of how business leaders can prepare themselves to deal with the impact of unexpected events. It raises key questions for leaders to address if they are to avoid being distracted by crisis and remain in touch with a wider context that is subject to constant uncertainty and change. Meer
We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Meer
The book covers the ongoing shift from mass-marketing and micro-marketing to sensory marketing in terms of the increased individualization in the contemporary society. Meer
Susan Gunelius uncovers how a brand about sex survived and thrived despite attacks from every direction, in an increasingly competitive market and jaded consumers. Meer
The topic of place branding is moving from infancy to adolescence. Many cities, and nations have already established their place brand and this well documented new book brings the fundamentals of place branding together in an academic format but is at the same time useful for practice. Meer
Strategic Public Relations has been produced as a core book for what will become a series of second generation books treating public relations as a new, and separate discipline which has strategic implications for the whole business. Meer
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