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Strategic Brand Management
A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand …
Strategic Advertising Management
Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned …
Marketing Communications
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical …
Advertising Strategy
Strategic Advertising Management
Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned …
University of Plymouth Marketing Pack 2018
Four core textbooks to take you from first year through to third year and beyond. Ideal for both undergraduates and postgraduates studying Marketing at the University of Plymouth.
Marketing Research That Pays Off
From Oreos, Jell-O, raisins, and milk to amusement parks, retail centers, ATMs, and mutual funds, the case studies presented in Marketing Research That Pays Off offer you insight …