Global Branding and Country of Origin

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Shopping 3.0

Customers don't come into a shop because they have to, because they have no choice; they enter voluntarily because it is practical, or attractive, or ..

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The End of Shops

Shops need to change, to reassess their unique customer appeal and work in new ways with suppliers and customers if they are to survive. Online retail..

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MaryLee Sachs has drawn on her research and interviews with some of the most inventive new CMOs from companies in established and emerging markets. Wh..

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The Irrational Consumer

Behavioural economics shows organizations how to understand the motivation that drives their customers. It offers perspectives for engaging with custo..

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Building Brands in Asia

In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also..

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Corporate Branding

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginnin..

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Branding in Governance and Public Management

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This book provides a systematic elaboration of branding in governance and public management. It deals with the nature of public branding, its relation..

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Brand Risk

Responsible risk taking is central to effective brand management. Risk literacy is the marketer's third necessary competence, alongside strategic insi..

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The Handbook of Customer Satisfaction and Loyalty Measurement

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The third edition of the book offers a thorough guide to collecting and reporting accurate measures of customer satisfaction as well as useful advice ..

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Memorable Customer Experiences

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"Experiential marketing changes everything!" claim the management gurus, but is it really so significant that not joining this race is dangerous? This..

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