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Business to business (B2B) transactions account for 60-70% of all transactions globally. Considering this, many supplier firms aspire to create high levels of customer engagement, and this involves identifying various ways to improve customer experience. Meer
Dieses Buch untersucht Möglichkeiten, die wichtigste Eigenschaft einer Marke, nämlich ihren Wert, zu steigern. Mit dem Fokus auf das Brand Gender analysiert Theo Lieven, wie sich die Projektion von Persönlichkeitsmerkmalen auf Marken auswirkt und wie Marken sich damit effektiv und effizient führen lassen. Meer
This open access book presents three future consumption trends—technology, sustainability, and wellbeing—and discusses what impact those trends will have on the ways we shop. Meer
This open access book presents three future consumption trends—technology, sustainability, and wellbeing—and discusses what impact those trends will have on the ways we shop. Meer
This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. Meer
This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. Meer
This encyclopedia is the most comprehensive and updated source of reference in tourism research and practice. It covers both traditional and emerging concepts and terms and is fully international in its scope. Meer
This book covers the entire spectrum of cultural and digital tourism and presents the latest findings, examples and cases, highlighting innovations for the tourism industry from both an academic and a practical point of view. Meer
This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. It presents a detailed outline of the Brazil, Russia, India and China (BRIC) markets to understand their cultural and socio-economic complexity. Meer
This book connects a buying psychology driven by American beliefs and values with a company’s go-to market strategy, the goal being to sensitize readers to how the cultural values of a particular country or region can impact the business environment. Meer
This book covers the entire spectrum of cultural and digital tourism and presents the latest findings, examples and cases, highlighting innovations for the tourism industry from both an academic and a practical point of view. Meer
This textbook gives a comprehensive overview of the key principles of business marketing. The reader will be introduced into methods and theories in order to understand business markets and marketing better. Meer
This book describes ongoing developments in social media within the tourism and hospitality sector, highlighting impacts on both the demand and the supply side. Meer
This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. Meer
This book presents the latest research on national brand and private label marketing, in the form of original, rigorous and relevant contributions from the 2016 National Brands and Private Label Marketing conference in Barcelona. Meer
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Meer
Edited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing Congress held in Lima, Peru. 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 presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. 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
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