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Understanding new strategic approaches is provided by examining how the online world is being exploited by organisations in sectors of a modern economy such retailing, healthcare and the public sector in terms of creating new forms of competitive advantage as a consequence of the advent of mobile technology and online social networks. Meer
Brands have become very important as sources of value and as a means to build value and sustain market position. Much emphasis has been placed upon the visual representation of brands. Meer
Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. Meer
Understanding Consumer Choice shows how attempts to relate consumers' attitudes and actions have implicitly incorporated measures of the very variables at the heart of a situational theory of consumer choice. Meer
This book presents a new and practical segmentation approach to be used in global customer management in the form of a scale by which to measure the level of corporate globalization. Meer
Creative Marketing has been written in response to the continued failure to address the theory/practice gap in marketing management. The art world is full of creativity, yet existing marketing theory continues to prescribe formulaic, stepwise processes for marketing success. 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
Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media. Meer
The corporate brand can be considered as the definition of the company. This book by a leading practitioner explores the connections between corporate brands, corporate reputation, relationships, perceptions and image and shows how reputation can be enhanced and corporate brand equity strengthened over the long term. Meer
Evaluating the ways in which we construe consumer choice, this book examines the psychology, methods and realities of the role it plays for today’s consumer. Meer
Exceptional customer service is crucial to a successful phone-based business. Quality service can secure customer loyalty, while poor service can lose it. Meer
It's not just the technology, the people, or the customers. It's all three, and more: call centers are not just places where calls arrive. They are a strategic business asset, the core of your business's customer relationship strategy. Meer
For anyone ready to launch a successful career in sales for telecom equipment, services and technologies, or for veterans ready to break through to a higher level, this book provides a practical eight-step program for successful selling. Meer
In today�s wireless environment, marketing is more frequently occurring at the server-to-device level�with that device being anything from a laptop or phone to a TV or car. Meer
For undergraduate principles of marketing courses.
Companies don’t make decisions. People do.
Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people, who make real marketing decisions, at leading companies every day. Meer
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