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Peter Møgelvang-Hansen

Misleading Marketing Communication

gebondenEngels9783031112058 11-10-2022

Using the case of food labelling, this book demonstrates that the line between fair and potentially misleading communication can be approached in empirical terms, supplementing the predominantly political and legal deliberations that determine how society deals with these issues. Meer

57,22

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Green Marketing and Management in Emerging Markets

gebondenEngels9783030730062 28-9-2021

Adverse environmental impacts such as greenhouse gas emissions and chemical spills have put the topic of green business firmly on the sustainability agenda. Meer

78,31

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Cody T. Havard

Rivalry in Sport

gebondenEngels9783030474546 2-7-2020

This book focuses on how rivalry influences fan perceptions and behaviors, the role of organizations to responsibly promote rivalries, and discusses how to decrease negative and group-member deviance surrounding sport rivalry. Meer

64,25

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Advances in National Brand and Private Label Marketing

paperbackEngels9783030477639 14-5-2020

This proceedings volume highlights the latest research presented at the 7th International Conference on Research on National Brand & Private Label Marketing (NB&PL2020, Barcelona, Spain). Meer

168,99

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Bernd W. Wirtz

Media Management

paperbackEngels9783030479152 13-9-2021

“Digitalization significantly changes the media. To cope with this change and to exploit new market opportunities is a major challenge for media corporations. Meer

132,99

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Antitrust in Data Driven Markets & Legal Framework for Influencers, Native Advertising and Control over the Use of AI in Marketing

gebondenEngels9783031074219 8-12-2022

This book gathers contributions from a broad range of jurisdictions, written by practitioners and academics alike, and offers an unparalleled comparative view of key issues in competition law, intellectual property and unfair competition law, with a specific focus on the use of personal data. Meer

276,99

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Lindsey Drylie Carey

Firms in the Fashion Industry

paperbackEngels9783030762575 6-10-2022

This contributed volume captures some of the most current topics and trends in the fashion industry. It provides a theoretical and empirical analysis of the behaviour of firms in this fast-moving industry with a focus on their resources, capabilities and routines around communication and sustainability strategies in an international context. Meer

197,80

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Walter R. Paczkowski

Modern Survey Analysis

paperbackEngels9783030762698 13-9-2023

This book develops survey data analysis tools in Python, to create and analyze cross-tab tables and data visuals, weight data, perform hypothesis tests, and handle special survey questions such as Check-all-that-Apply. Meer

120,99

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Marc Helmold

Total Revenue Management (TRM)

gebondenEngels9783030469849 4-6-2020

This book explores total revenue management (TRM), an emerging concept in revenue management that incorporates existing principles and tools of revenue management across all profit streams. Meer

96,99

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Sean Ennis

Sports Marketing

paperbackEngels9783030537395 15-11-2020

Sports are big business. Most companies want to expand into global markets, enhance their brand and understand varying market conditions. This textbook supports sports marketing students as they learn about the challenges and opportunities that are specific to the global sports industry. Meer

85,33

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Marketing Communications and Brand Development in Emerging Markets Volume II

paperbackEngels9783030955830 25-5-2023

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. Meer

197,80

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The Art of Digital Marketing for Fashion and Luxury Brands

gebondenEngels9783030703233 18-7-2021

This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. Meer

197,80

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Antonella La Rocca

Customer-Supplier Relationships in B2B

gebondenEngels9783030409920 15-3-2020

This book explores customer-supplier relationships in B2B markets focusing on interaction between parties. Drawing on three fields of research – studies of relationships in marketing, social interactionism in sociology, and sense-making in social psychology – the author explores the concepts and roles of actors in business relationships and how the behaviour of actors within an interaction affects the development of those relationships. Meer

127,51

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Antonella La Rocca

Customer-Supplier Relationships in B2B

paperbackEngels9783030409951 15-3-2021

127,51

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Marketing Tourist Destinations in Emerging Economies

gebondenEngels9783030837105 28-11-2021

While tourism is a key economic generator for many countries, emerging economies are confronted with additional challenges that those well-established destinations in North America, Australia and Europe normally don’t have to contend with. Meer

197,80

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Marketing Tourist Destinations in Emerging Economies

paperbackEngels9783030837136 29-11-2022

197,80

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Cody T. Havard

Rivalry and Group Behavior Among Consumers and Brands

gebondenEngels9783030852443 18-9-2021

This interdisciplinary book extends knowledge by comparing rivalry and rival group behavior in sport within areas outside of sport, such as consumer brands, political discourse, and product/service preferences. Meer

78,31

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Digital Marketing Strategies for Value Co-creation

gebondenEngels9783030944438 22-3-2022

Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. Meer

141,57

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Trevor A. Smith

Marketing Effectiveness and Accountability in SMEs

gebondenEngels9783031098604 28-9-2022

This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME. Meer

127,51

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Marketing Communications and Brand Development in Emerging Markets Volume II

gebondenEngels9783030955809 25-5-2022

197,80

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