"This book explores media influence on consumers in a globalized world. It also analyzes popular culture, media, and consumption in disciplines such as sociology, communication, social work, business and international relations"--

"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"--

"Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand's positioning and strategy. Divided into three key parts, the book works step-by-step through the creation of an...