"The ever-evolving marketing technologies now include the extensive use of advanced AI with important implications for the decision making processes of both marketers and consumers. This detailed and insightful book rigorously examines the role of heuristics and marketers' decision making within...

"Based on the world's most extensive study of tween attitudes and behaviours ever conducted, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the...

The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand marketing -- Brand marketing : today and tomorrow

The strategic importance of Corporate Social Responsibility for both large and small businesses only continues to grow. This Handbook explores the complex relationship between marketing and social responsibility, with a focus on marketing as a driver for CSR initiatives. Written by many of the...

Creating Experiences in the Experience Economy focuses on the creation of experience from a business perspective. In doing so, the book establishes a more solid foundation for making better and more complex analyses of experience creation, paving the way for the development of analytically based...

Introduction: Marketing in emerging economies / Marin Marinov -- 1. Data collection procedures equivalence in emerging economy market research / Pervez N. Ghauri and Agnieszka Chidlow -- 2. Globalization, sustainability and marketing of health care in emerging market economies : doing good while...

Problems with high stakes, involving human perceptions and judgements, and whose resolutions have long-term repercussions, call for a rational approach to their solution. Strategic Decision Making provides an effective, formal methodology that gives assistance to such strategic level decision...

Strategic choices made by entrepreneurs have major consequences for SME performance. This book explores the factors that influence entrepreneurial strategic decisions using a cognitive theoretical framework

Over the last few decades, there has been a great deal of management literature recommending the removal of firms' hierarchies and the empowerment of employees. Ivan Pongracic, Jr. examines these themes through the lense of the economic theory of the firm. Balancing the tendency for management...