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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
The Sport Business Future examines the impact of powerful changes on the business of sport, including human-computer interfaces, gene therapy and artificial intelligence. Meer
Organizations in the Face of Crisis offers a new approach to the treatment of threats to an organization, the brand, and the stakeholders. Case studies and diagnostic tools are used to demonstrate the effects of a crisis and to provide insight and strategies on managing the crisis at hand as well as the long-term effects. Meer
While international negotiations to reduce greenhouse gas (GHG) emissions have been less than satisfactory, there is a presumption that a significant level of multi-lateral commitment will be realized at some point. 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
Using the example of four Taiwanese brand-name multinational companies, this study seeks to unpack the relationship between project team performance measurement systems and new product success/failure. Meer
This book takes up a question that has rarely been raised in the field of management: 'Could modern Western colonialism have important implications for the practices and theories that inform management and organizations? 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
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
Klaus Schmidt has been a pioneer in the concept and process of inclusive, or holistic, branding as an integral - indeed leading - element in corporate strategy. 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 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
This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. Meer
Consumer Behavior: Buying, Having, and Being, Global Edition covers all of the processes involved when we select, purchase, use or dispose of products, services, ideas or experiences. Meer
For principles of marketingcourses that require a comprehensive text.
Learn how to create value throughcustomer connections and engagement
The global marketplace has undergoneexplosive changes that have fundamentally transformed how we communicate, shareinformation, access entertainment, and make transactions. Meer
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