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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
This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. Meer
This book presents new ideas and tools across a wide range of marketing activities, from product and market selection and definition, to pricing, promotion and distribution. Meer
Based on their studies of successful firms, the authors highlight two main paths to success. As well as delivering a groundbreaking new analytical framework, they also provide practical advice to practitioners on avoiding pitfalls and taking decisions while elaborating their marking discipline. 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
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
The Social Media Manifesto is a handbook to enable leaders across the business to understand how social technology can be incorporated into their company. Meer
Companies and agencies spend vast amounts of money to advertise and brand products and music has been an important part of this. This book assesses how from selecting sound and music for individual products and adverts many large companies have moved to develop a music strategy to align their brand and create emotional impact. Meer
From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance. 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
Walden shows why most customer experience management fails to improve the customer’s real experience and how to concentrate on the subjective emotional perceptions that drive the customer’s actual “experience” rather than the quantitative service efficiency metrics gathered by most CX tools. 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
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
This book compares and contrasts how different firms approach marketing within the same country. It concerns issues revolving around marketing as a form of rhetoric and marketing as a living reality for firms who practice it and contains cutting edge thinking from expert commentators on the marketing scene worldwide. Meer
Brand Revolution offers a radical new approach to brand management. With big brand case studies including L'Oreal and Jaguar, the author draws on her extensive experience as a marketing consultant to put together this highly engaging and practical book for developing, improving and controlling the identity of your brand. Meer
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