"This book sets out the new frontier of marketing and communication through real case histories. Companies must re … radically changing the way consumers and companies communicate and engage with each other. Marketing makes a company a change … an improved understanding of marketing and communications, and the evolution of the strategic, organizational and …

die Unternehmen längst dazu gezwungen, über strategische und operative Massnahmen für das "Digital Marketing" nachzudenken …. Dieses Lehrbuch, das bis zu dieser Neuauflage den Titel "Online-Marketing" trug, beschäftigt sich mit den Grundlagen … berücksichtigt darüber hinaus u.a. die neuen Formen des Social-Media-Marketing (z.B. Influencer Marketing, Live-Stories, Messenger-Marketing …

Introduction -- A history of rhetoric for marketers -- Marketing scholarship and rhetoric -- Control and the discourse … of marketing science -- A rhetorical approach to marketing as exchange -- Marketing and sophism : a comparison -- Magic …, sympathy, and language -- The magical roots of rhetoric -- Magical persuasion and marketing -- A sophistic marketing …

Evolution of marketing as a discipline / Syed Ferhat Anwar -- Marketing environment / Geok Theng Lau -- Strategic … planning and marketing models / Khandoker Mahmudur Rahman -- Marketing research / Syed Saad Andaleeb and Khalid Hasan … of a brand / Uditha Liyanage -- Services marketing / Syed Saad Andaleeb -- Pricing strategy / Rajesh C. Jampala …