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In the 1970s, an important change of emphasis had occurred in the field of alcoholism. Instead of seeing alcoholism as an 'all or none phenomenon' it was now recognised that a …
This book introduces the concepts, perspectives, and importance of integrated marketing communication (IMC). It presents the history of Indian advertising, the strategic importance …
Branding Authoritarian Nations offers a novel approach to the study of nation branding as a strategy for political legitimation in authoritarian regimes using the example of …
In the 1980s the study of alcoholism was in a period of rapid change, this book, originally published in 1985, identifies and explores the three most controversial contemporary …
Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and …
Originally published in 1981 and revised in 1983, Controlled Drinking was the first scholarly review of the literature on a controversial but increasingly practiced approach to the …
In the 1970s family doctors, social workers, researchers and administrators had been aware of the inadequacy of the response to drinking problems for some time. However, there had …
Digital Content Marketing: Creating Value in Practice introduces the principles of the content marketing discipline and serves as a guide to any professional or student who wants …
Originally published in 1981 and revised in 1983, Controlled Drinking was the first scholarly review of the literature on a controversial but increasingly practiced approach to the …
This book explores the concept of the celebrity as a 'Human Fashion Brand' and the effectiveness of the celebrity in promoting fashions and shaping the identity and decisions of …