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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
A close look at the ethical and social responsibilities of the alcohol industry in the 21st Century. It begins with a whistle stop tour of the historical developments of alcohol. 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
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
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
The authors of this book are top executives in the luxury goods industry. In an environment in which brands have come under attack they argue that brands can be factors of progress if they are correctly managed. Meer
Summarizing the three main reasons why customized programs are commissioned, this book explains and explores the key aspects of successful development programs, with views from corporate sponsors, participants, faculty contributors and case studies of customised programs commissioned by 6 organizations. Meer
Reviews theories of competition and existing literature, and examines the attributes of market competition and strategies adhered to by firms in the global marketplace. Meer
Star-Spangled Soccer traces the development of soccer in the USA. It is the first book that tells the story of how the sport rose to extreme highs and suffered almost catastrophic lows as it fought to position itself on the American sports landscape, beginning with the announcement from FIFA in 1988 that America would host the 1994 World Cup. Meer
Place branding is happening. A new field of practice and study is in existence and whatever we choose to call it there can no longer be any doubt that it is with us. Meer
This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Meer
This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Meer
Big Data is a growing business trend, but there little advice available on how to use it practically. Written by a data mining expert with over 30 years of experience, this book uses case studies to help marketers, brand managers and IT professionals understand how to capture and measure data for marketing purposes. 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
Virtual worlds such as Second Life, have millions of users worldwide. Virtual world "residents" wield huge purchasing power, and use real money in the online economies. Meer
This book examines and critiques classical approaches to strategic analysis, whilst exploring alternative methods which utilise ecosystem and platform concepts, as well as chaos and complexity theories. 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
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