Language : English
Published : 2012-09-01
Pages : 592
Strategic Brand Managment: Building, Measuring, and Managing Brand Equity 4th Edition
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Reflecting the latest trends and issues, the new Europe, Middle East & Africa Edition of Business Marketing Management: B2B delivers comprehensive, cutting-edge coverage that equips students with a solid understanding of today’s dynamic B2B market. The similarities and differences between consumer and business markets are clearly highlighted and there is an additional emphasis on automated B2B practices and the impact of the Internet.
Now in its fourth edition, this tried-and-tested guide for both students and practitioners combines a rigorous theoretical grounding with practical insights into every aspect of the organizing and running of events. Presented in two engaging parts: Part 1 provides a comprehensive overview of the events business including market demand for events, the role of suppliers and the social and economic impact of the event business. Part 2 focuses on aspects of event organization including planning an event, financial management, logistics, legal aspects, marketing, public relations and legacies. The text considers event management from an international perspective, with a particular focus on Europe but also encompassing the Middle East and Africa. Successful Event Management is essential reading for all undergraduate and post-graduate event management students and is also an ideal resource for active practitioners looking for both a practical guide and a rigorous overview of the subject.
This third Asia Pacific edition of International Marketing continues to offer up-to-date examples from Australia, New Zealand and throughout the Asia Pacific region alongside an international perspective to provide a truly global context. The text examines the unique conditions in which businesses from this region operate, concentrating on the challenges that face marketers. Students are provided with a comprehensive overview of both the theory and application of international marketing, including an examination of the distinct issues that affect a range of enterprises from start-up operations to small, medium and multinational firms. The ongoing concerns of the environment and the sustainability of business are integrated throughout the text. Other important emergent areas affecting the practice of international marketing, such as the dominance of social media and e-commerce are also discussed. To aid class discussions, short case studies are presented at the end of each chapter as well as a case for more extensive analysis at the end of each part.