Introduces students to the special moral and ethical burdens of social marketing, and challenges practitioners to address difficult issues that are easily minimized or avoided. This book focuses on such complex issues as unintended consequences, ethical marketing alliances, and professional ethical codes.
Shows how organizations can best manage their reputations, arguing convincingly for a new focus on corporate brand development rather than on individual brand name products. Discusses how all forms of communication, including performance of specific products, employees' services, and advertising, m
A guide for western companies seeking to maximize their marketing success in Asia, which accounts for a quarter of the world economy and half of the world's population, but where cultural differences strongly influence consumer behaviour.
Surveys all aspects of branding, from new brand development to brand management, from trademark protection to the role of advertising and design. Looking at the increasingly crucial role that brands have come to play in the international marketplace, 20 contributions address questions such as how l
Creating Business Value from Customer Relationships
Consumer brand manufacturers face growing challenges from fragmenting markets, escalating media costs, and declining advertising effectiveness. They must also conted with a trend towards retailers' having their own labels. In response, brand owners have shown increasing interest in employing direct marketing as a competitive weapon. In Building ......
Every day each of us experiences the marketing power and influence of a widely recognized brand name. When we use Coke as a synonym for cola products, or Kleenex to mean tissue, we reinforce the power of these brands. It is no surprise, then, that companies with established brand names protect and nurture them, and that companies without brand ......