1. Marketing Communications and Brand Development - An Introduction -- 2. The Progress of Destination Brand Marketing … of UAE -- 4. Bank Brand Avoidance - Perspectives from Nigeria and Ghana -- 5. Sponsorship: Practices and Benefits in …-Driven Consumer-Brand Interactions in Mexico: Healthy Food Brands versus Indulgent Food Brands -- 8. Health and Lifestyle Branding …

„Brand Communities“ wurde um Online-Communities ergänzt, und das Kapitel „Innovative Marktpsychologie im IFM POS Lab“ ist neu …

behavior, franchising, origin labelling, transparency in the agri-food industry, tourism and the triptych of brand …/label/product. The contributions are gathered under the following main topics: Consumer behavior and decisions, labeling strategy, brand … market trends, branding of local brands, territorial impact on brand/label/product, theoretical and managerial research …

advertising. It's the way of the future, and the responsibility is on business leaders to keep up. Modern marketing professionals …

This book combines elements of economic and business history to study business ethics from the nineteenth century to … today. It concentrates on American and British business history, delving into issues such as slavery, industrialization …

marketing. Addressing a gap in the literature, this book provides an insightful history of marketing practice for one of the …