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Brand Equity & Advertising
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real …
MARKETING RESEARCH
Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic …
Brand Relevance
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens …
Marketing Research
Marketing Research prepares marketing students to make data driven business decisions. With a focus on market intelligence, strategy, theory and application, the authors introduce …
Strategic Market Management
Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets In Strategic Market Management, David Aaker and …
Spanning Silos
Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the …
Consumerism, 4th Ed.
The new edition of this highly acclaimed anthology continues to provide the most comprehensive, rigorously balanced survey available of modern consumerism. Written by a wide range …
Developing Business Strategies
"Unquestionably the most comprehensive treatment available on the subject. I found this book unique in its capacity to benefit executives, planning staff, and students of strategy …
Strategic Market Management
Business students studying strategy and marketing courses in the UK and Europe. Developing and implementing strategies is now very different than it was only a few decades ago, …
Strategic Market Management
"The concepts and frameworks presented in this book are invaluable for anyone seriously interested in marketing strategy or the management of strategies more generally. The fact …