This book examines the development and role of small business clusters from a variety of disciplines--economics, marketing, management, and information systems. Unlike many issues that are hampered by ideological problems between disciplines, the book proves that there is an approach suggesting...

1. Integrated marketing communications and their application to the open education field / Juliet Stoltenkamp, Jephias Mapuva -- 2. From consumer to prodsumer / Goknil Koçak -- 3. Educational marketing / Ruth Cook -- 4. Marketing online education / Ormond Simpson -- 5. Marketing and promoting...

"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.

Strategic pricing -- Price structure and levels -- Pricing for new products -- Financial analysis in pricing -- Pricing policy -- Market pricing -- Implementation of pricing strategy -- Price performance -- Value creation -- Pricing in market uncertainties -- Challenges ahead

"This book provides relevant theoretical frameworks and the latest empirical research findings relating to consumer confidence, marketing strategies, and the influence of trust during a time of economic crisis"--Provided by publisher.

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...

"This book focuses on the radically evolving field of advertising within the new media environment by covering new strategies, structural transformation of media, and changing advertising ethics"--Provided by publisher