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Marketing Issues in Transitional Economies
As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new …
The Psychology of Design
Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only …
The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands
Praise for THE NEW EMERGING-MARKET MULTINATIONALSOne of Strategy and Business’s Best Business Books of the Year"This book is a real eye-opener. It will forever change your …
Cable TV Advertising
This volume brings together leading academic researchers and industry professionals to discuss the underlying factors that determine where cable TV advertising is today and what …
Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge
This timely book brings together some of the most higly respected scholars and practitioners in the consumer psychology and health communication fields to analyze how the latest …
Persuasive Imagery
This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the …