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The market oriented university : transforming higher education

Davis, John - 2016

-oriented university -- 7. Understanding the market -- 8. Developing strategic directions -- 9. Differentiating, positioning and branding …

Persistent link: https://www.econbiz.de/10012419805

Research handbook of innovation and creativity for marketing management

Shiu, Eric C. C. (contributor) - 2017

Introduction / Eric Shiu -- 1. What is innovation? / Søren Harnow Klausen -- 2. Product design innovation - trade-off decisions on functionality, aesthetics and sustainability from the consumer perspective / Eric Shiu -- 3. Innovation performance in service industries - unlocking the intricate...

Persistent link: https://www.econbiz.de/10012419923

Handbook of Islamic marketing

Sandıkçı, Özlem (ed.); Rice, Gillian (ed.) - 2011

responsibility and nation branding in the context of Muslim marketplaces. The essays offer new insights into the relationship between …

Persistent link: https://www.econbiz.de/10011850796

Elgar encyclopedia of corporate communication

Podnar, Klement (ed.) - 2024

communication, this timely Encyclopedia links topics including selected theories, organization as an entity, corporate branding … related management disciplines and fields such as communication, corporate identity and reputation, branding, public relations …

Persistent link: https://www.econbiz.de/10014512178

Digital marketing strategy : create strategy, put it into practice, sell more

Lahtinen, Niko; Pulkka, Kimmo; Karjaluoto, Heikki; … - 2023

"This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations' digital...

Persistent link: https://www.econbiz.de/10014322905

Marketing automation and decision making : the role of heuristics and AI in marketing

Guercini, Simone - 2023

"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...

Persistent link: https://www.econbiz.de/10014466849

Visual branding : a rhetorical and historical analysis

McQuarrie, Edward F. - 2016

Introduction -- Part I: historical perspectives on brand advertising -- 2. Overview: visual branding in historical … -- 5. Rhetorical evolution of brand marks -- Part III: visual elements -- 6. Typeface in visual branding -- 7. Spokes …Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive …

Persistent link: https://www.econbiz.de/10012419839

Handbook on brand and experience management

Schmitt, Bernd H. (contributor); … - 2008

This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools...

Persistent link: https://www.econbiz.de/10011851072

The artisan brand : entrepreneurship and marketing in contemporary craft economies

Mulholland, Jon (ed.); Ricci, Alessandra (ed.); … - 2022

models, using innovative branding and marketing strategies, and entrepreneurship, to utilise the best of both the past and …

Persistent link: https://www.econbiz.de/10013462774

A research agenda for brand management in a new era of consumerism

King, Ceridwyn (ed.); Murillo, Enrique (ed.) - 2023

examines the application of branding principles and best practices in common business contexts. Chapters analyse cutting …-profit branding, and internal brand management. Providing a concise overview of key brand management topics and illustrating important … marketing, strategic management, and branding"-- …

Persistent link: https://www.econbiz.de/10014372517