Branding

This visionary book presents a systematic, next-generation approach to marketing strategy, demonstrating how success is gained and sustained via continuous innovation to create new value for customers. George S. Day develops the outside-...

This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and ...

Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textb...