Subject: marketing -- management (Keywords)

This work brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learnt.

What is behind the phenomenal success of entertainment businesses such as Warner Bros., Marvel Enterprises and Manchester United - along with such stars as Jay-Z and Lady Gaga? Which strategies give leaders in film, television, music, publishing, and sports an edge over their rivals? This title d...

This text provides an overview of different schools of thought in brand management, and deep insight into the opening question of almost every brand management course: 'What is a brand?' With an exhaustive scientific analysis of various approaches to brand management developed over the past 30 ye...

Whether you want to brand yourself as an entrepreneur, freelancer or corporate employee, this book will help by showing you how to identify your values and your unique combination of skills and experience, discover your purpose, build a strong brand identity, and much more.

Based on the theory that a brand is the total perception a customer has of a company, its products or services, 'Branding Your Business' is a practical guide for independent business owners looking to increase recognition of their company.

If your customers don't know you exist or what you stand for you have a big problem. Here, Simon Middleton, the Brand Strategy Guru, shows you how to decide on your brand and establish it in exactly 30 days. You don't need a marketing degree or intensive training to build anattention-grabbing bra...

Attempts to explain and analyze the two types of environment crucial to the success of the business organization: the business' internal environment and the wider environment within which the business operates.

This new edition has been fully revised and updated with a full set of case studies and features expanded sections on digital aspects of B2B marketing, CRM and social media as well as personal selling. More selective, shorter, and easier to read than other B2B textbooks, this textbook is ideal fo...

It is important to understand what marketing is and how it can be integrated into your business in order to improve its competitive advantage. This guide outlines the key concepts and principles which govern the subject of marketing such as product management, market research, communications, and...