"This book explores the processes involved in managing brands for long-term sustainable competitive advantage, helping readers better understand the importance of consumers' perceptions in brand management"--Provided by publisher.

This book presents research on the global issue of the Internet as a central organizing platform for integrating marketing communications and on using e-Branding to increase the visibility and success of companies in all business realms.

The intellectual structure in brands and branding research: a scientometric analysis / Jiaxun He, Cheng Lu Wang -- "Home base" and the brand globalization strategies of emerging market multinationals / Xiaohua Lin, Carlyle Farrell -- How consumer mindset response and long-term marketing...

A case-based identification of internal and external issues for branding strategies / Abu Sayeed Mondal, Dilip Roy -- Promoting Bucovina's tourism brand / Alexandru-Mircea Nedelea -- Branding and brand management: case of Amul / Anupam Sharma -- Service branding through quality practices in...

"This book provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields, featuring information regarding emergent research and techniques"--Provided by publisher

"This book discusses the Semantic Web, as an extension of the current World Wide Web in which information is given well-defined, better enabling computers and people to work in cooperation"--Provided by publisher.

This book considers transformations within the context of computing science and information science, as they are essential in changing organizations. It not only considers transformations of structured models, rather, the transformation of instances (i.e. the actual contents of those structures)...

With the increasing popularity of the Internet, electronic commerce, and enterprise applications, this book has been developed to focus on Unified Modeling Language (UML), Unified Process (UP) and other information modeling methods and methodologies, and involves conceptual, theoretical,...

This book provides a source of high-quality, practical case studies of the planning, implementation and use of mobile and wireless data solutions in modern business. The selected case studies are both good examples of wireless and mobile solutions and classical cases of multiple areas of common...

This book includes the most encompassing research of the concepts and realities involved in the field of virtual communities and technologies. A ground-breaking, multi-volume compendium of 167 chapters from a global pool of more than 350 experts, it presents an in-depth analysis of the...