1. Marketing Communications and Brand Development - An Introduction -- 2. The Progress of Destination Brand Marketing in Emerging Economies: The Case of ASEAN -- 3. Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE -- 4. Bank Brand Avoidance - Perspectives from...

1. State of Play -- 2. Recipe for Good Media Research -- 3. How Advertising Works (So Far) -- 4. The Evolution of Media Buying -- 5. The Attention Economy is Coming (Fast) -- 6. Buying the Best Impression -- 7. Creating the Best Impression -- 8. Who Should You Impress (and Where Are They...

Sandra Lenzen untersucht den Einfluss der Kreativität eines Werbespots auf die psychologische Werbewirkung sowie auf das Social Media Engagement und kombiniert hierbei Befragungs- mit Verhaltensdaten. Die Autorin zeigt den Lebenszyklus eines YouTube Werbespots sowie den Einfluss verschiedener...

1. Introduction to Marketing Effectiveness and the SMEs -- 2. Marketing Effectiveness and Accountability with Implications and Applications for SMEs -- 3. Knowledge and Marketing Effectiveness with Implications and Applications for SMEs -- 4. A Qualitative Inquiry into Marketing Effectiveness of...

This book aims to provide a systemic viewpoint for enterprise to establish the warranty chain management system. This book includes warranty management practice, reverse logistics, product reliability engineering, data statistics and analysis, industry 4.0 and artificial intelligence, circular...

1. Genealogy of Quality -- 2. Quality Overview -- 3. Managing Quality -- 4. Quality Management Trends -- 5. Basics of Quality -- 6. Quality Teamwork -- 7. Economics of Quality -- 8. Process Management -- 9. The Dictates of Quality -- 10. People Involvement -- 11. Quality Tools and Techniques --...

Zum Preismanagement im Konsumgüterhandel -- Ausgewählte Rahmenbedingungen im Konsumgütersektor -- Zur Datengrundlage der empirischen Untersuchung -- Zur Verschiebung der Nachfrage zwischen Hersteller- und Handelsmarken -- Preis-Qualitäts-Relationen im Konsumgütersektor vor dem Hintergrund...

In recent years, Alternative Food Networks (AFNs) have been a key issue both in the scientific community and in public debates. This is due to their profound implications for rural development, local sustainability, and bio-economics. This edited collection discusses what the main determinants...

1. Terroir, Institutions and Improvements in European Wine History: an Introduction; Silvia A. Conca Messina, Stéphane Le Bras, Paolo Tedeschi, Manuel Vaquero Piñeiro -- 2. Bordeaux wine challenging cycles and competition (from the 1820s to present times); Hubert Bonin -- 3. Quantity is not...

Quality of Products and Services -- The Influence of Social Media on the Consumers‘ Expectations -- Importance of Information in Social Media -- Influence of Emotional Attachment on the Relationship With the Brand -- Post-truth and Fake News and How They Relate to Human Emotions -- Consumer...