Savvy companies recognize the value of a strong community. Think of Nike and its community of runners, Nike+, and you’ll quickly understand that creating and fostering an online community around a product or brand is a powerful way to boost marketing efforts, gain valuable insight into...

Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years. This is an account of three brands – the Kevin07 brand crafted for Kevin Rudd, The Real Julia brand of his successor, Julia Gillard, and that of the party. Drawing on insider insight and...

This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or...

Introduction -- Stories in Organizations -- The "Storytelling" Method -- Areas of Application -- Evaluation and Efficacy of Storytelling -- The Storytelling Procedure -- Learning Histories - Application Forms in Scientific and Educational Projects: An Internview with Prof. Rik Peters, University...

The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers....

Chapter 1: Banks Today: The Relationship between Financial Services and Technology -- Chapter 2: FinTech: Trends, Players, Challengers, and Bubbles -- Chapter 3: Products vs. Money Moments -- Chapter 4: Let’s Get Real: Anecdotes from FinTech Titans Experiencing Banking Products -- Chapter 5:...

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the...

Using various research methodologies, such as reviews, case studies, analytical modeling and empirical studies, this book investigates luxury fashion retail management and provides relevant insights, which are beneficial to both industrialists and academics. Readers gain an understanding of...

‘[This book] offers ground-breaking research into political marketing and management in a developing democracy, significantly broadening our understanding of how business concepts and techniques permeate politics in different circumstances. Covering a range of topics including political HR and...

Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for...