Destination Marketing

Representing Consumers explores representation and constructions of 'truth' in consumer research. Contributions come from the United States and Britain and draw on a wide range of theoretical approaches...

This book considers problems which can be serious obstacles in international marketing but which are much less difficult in domestic marketing, such as cultural differences; the establishing and maintaining of relationships with customers’ and the special problems for firm strategy and organisation ..

This book considers problems which can be serious obstacles in international marketing but which are much less difficult in domestic marketing, such as cultural differences; the establishing and maintaining of relationships with customers’ and the special problems for firm strategy and organisation ..

What happens from the moment the thought of a purchase occurs, to ownership, is a journey that is impacted by media, advice, packaging and now even experiencing the product or service. Many of the impact messages are way off the target - brand managers, agencies, retailers would give their eye teeth..

This book is a unique collection of comprehensive cases that explore cases and issues surrounding strategic marketing. With case studies and analysis from a broad range of global contexts and industries, students will gain a working knowledge of developing and applying market-driven strategy...

This book is a unique collection of comprehensive cases that explore cases and issues surrounding strategic marketing. With case studies and analysis from a broad range of global contexts and industries, students will gain a working knowledge of developing and applying market-driven strategy...

This book delimits the concept of high technology and explores the characteristics of high-tech markets and the high-tech environment, with the ultimate goal of contributing to the formulation of effective new processes for product development and launching to the market, in the high-tech context. I..

This study considers the key strategic issues of the management of customer relationships in international industrial marketing. It is based on extensive original research by the International Marketing and Purchase Group. The book reports on that research, in particular pointing out the differences..

This study considers the key strategic issues of the management of customer relationships in international industrial marketing. It is based on extensive original research by the International Marketing and Purchase Group. The book reports on that research, in particular pointing out the differences..

Germany’s economic miracle is a widely-known phenomenon, and the world-leading, innovative products and services associated with German companies are something that others seek to imitate. In The ’Made in Germany’ Champion Brands, Ugesh A. Joseph provides an extensively researched, insightful look a..

If IT companies seek to differentiate themselves from the competition, they must turn to consultative selling. Consultative selling is analyzing the needs and challenges of your customers and selling unique services that enable your customers to reduce costs, increase profits, and improve overall bu..

The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, brandin..