Scientific knowledge and practical advice are combined in this book. Leading scientists present their latest research results in the area of product and price bundling, with respect to optimization as well as to behavioral bundling approaches. In addition the reader will learn how to implement...

Acknowledgments -- Introduction -- Engaged communicative consumption : how imc campaigns generate a space for civic conversation / by Christina L. McDowell Marinchak and Jill K. Burk -- Customer engagement : "it's beautiful" / by Daniel U. Assmus -- Integrated marketing communication and event...