"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...

A guide to internal marketing and the seven components of an internal marketing strategy: vision, mission and values of an organization; corporate strategy; processes and service standards; knowledge management; internal communication; HR strategy; and integrating internal and external marketing

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...