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The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship …
Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and …
Mobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telecoms and FinTech …
This book looks at the recent emergence of "new ordinary consumption," in urban China and defines new ordinary consumption as a consumer practice in which people routinely …
Brand management to sustain corporate reputation and customer loyalty isessential for both multinationals and indigenous fi rms in Africa. This bookprovides a practical overview of …
Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated reading of this …
This book explores the ways in which the environmental factor of advertising can influence children’s food choice and health status, and how it contributes to the significant …
This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between …
This book sets out the new frontier of marketing and communication through real case histories. Companies must rethink their traditional approaches to successfully face the …
This book offers theoretical and practical insights into the marketing of higher education in Africa. It explores the key players, challenges and policies affecting higher …