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As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. Meer
This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets. The case studies presented focus on creating, communicating and delivering customer value to emerging market consumers through various marketing strategies, processes and programs in the context of emerging market dynamics, consumer diversity, and competitors. Meer
This book contains the full proceedings of the 2015 Academy of Marketing Science Annual Conference held in Denver, Colorado. Marketing has become ubiquitous: it doesn’t matter who you are, where you are or what you are doing, you cannot escape it. Meer
This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Meer
This book takes a fresh look at pricing, product differentiation and the need for decommoditisation in market sectors where products and services are standardised and interchangeable. Meer
This book reflects the research output of the Committee on the International Protection of Consumers of the International Law Association (ILA). The Committee was created in 2008, with a mandate to study the role of public and private law to protect consumers, review UN Guidelines, and to model laws, international treaties and national legislations concerning protection and consumer redress. Meer
This book discusses the differences between consumer marketing and industrial marketing, as well as the challenges faced when putting each into practice. Meer
The authors systematically review methods of online digital advertising (ad) fraud and the techniques to prevent and defeat such fraud in this brief. The authors categorize ad fraud into three major categories, including (1) placement fraud, (2) traffic fraud, and (3) action fraud. Meer
This casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operations in emerging economies. Meer
Providing in-depth analysis, this book enables readers to understand the theoretical aspects of personal selling and explores the difficulties of selling services which are sensitive to cultural, age and gender differences, and to customers originating from diverse cultural zones. Meer
This book is about the role of expert systems in marketing, particularly in the consumer goods industry. Section I describes the changing nature of consumer marketing and presents the rationale and need for expert systems. Meer
In this book, specialists and scholars present a comprehensive account of the latest developments in Chinese new media. The articles explore important areas such as security of cyberspace in China; the development of WeChat and micro-blogs; public opinions of social media and the transformation of traditional media. Meer
This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Meer
This book critically examines marketization: a phenomenon by which market processes are institutionalized and marketing increasingly pervades all areas of our everyday life. Meer
This book critically examines marketization: a phenomenon by which market processes are institutionalized and marketing increasingly pervades all areas of our everyday life. Meer
This pioneering book on food study pursues an interdisciplinary approach to service science and the service engineering field. Further, it highlights a range of experiments conducted at actual business sites to verify the effectiveness of the proposed methodologies and theories. Meer
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