Ambush Marketing and Brand Protection, Johnson Phillip
Старое издание
Автор: Nufer Gerd Название: Ambush Marketing in Sports ISBN: 113883386X ISBN-13(EAN): 9781138833869 Издательство: Taylor&Francis Рейтинг: Цена: 6123.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many millions of dollars. Ambush Marketing in Sports is the first book to offer comprehensive analysis of the theoretical and practical implications of ambush marketing. Drawing on cutting-edge empirical research data, the book outlines an innovative model for understanding ambush marketing and offers practical advice for all stakeholders, from sponsors and event organisers to media organisations. The book examines the opportunities and the risks of ambush marketing, assesses the legal, ethical and business dimensions, and offers advice for preventing ambush marketing in a range of contexts. Fully supported throughout with examples and cases from major international sports events, such as the FIFA World Cup and the Olympic Games, this book is important reading for any student, researcher or practitioner with an interest in sport marketing, sport business or event management.
Автор: Ha Huong Название: Consumer Protection in E-Retailing in ASEAN ISBN: 1953349609 ISBN-13(EAN): 9781953349606 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 4012.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: While many sectors have been badly affected by the COVID-19 pandemic, e-retailing is one of the booming sectors during this period. Actually, the e-retailing sector was already booming even before the global pandemic. Although e-retailing offers many opportunities for businesses and consumers, there are several issues associated with e-consumer protection. This book examines how consumers are protected on the online marketplace in the context of ASEAN countries. Specifically, this project: (i) Discusses the six issues of e-consumer protection (e.g., information about transaction, product quality, privacy, security, redress, and jurisdiction); (ii) Examines the policy/governance approach adopted by different sectors to address the issues of e-consumer protection; and (iii) Proposes a multi-sector governance framework for e-consumer protection. Three short case studies on Lazada in Singapore, Shopee in Vietnam, and Zalora in Malaysia are also included to illustrate how well-known e-retailers protect their e-customers. Overall, this book is interdisciplinary, including research on consumer protection, governance, management, and policy/regulation. It provides sources of information and knowledge which focus on both theoretical and practical aspects of e-consumer protection in ASEAN countries. Also, the roles from different sectors are examined to produce comprehensive findings and analysis of the governance process.
Where did the curious idea of buying one’s way to sustainability come from? In no small part, the answer lies in the story of entrepreneurial health reformer J. I. Rodale, his son Robert Rodale, and their company, the Rodale Press. These early advocates of organic gardening cultivated a niche for natural health products in the 1950s, organized the emerging marketplace for organic foods in the 1960s, and in the process published an endless supply of advice books on diet and health.
Rodale’s marketplace environmentalism brought environmentally minded consumers together and taught Americans how to grow food, eat, and live in arguably more earth-friendly ways. Yet the market has proved more effective at addressing individual health concerns than improving public health at large, as liable to champion untested, ineffectual health supplements as to challenge the indiscriminate use of dangerous pesticides. For anyone trying to make sense of the complex tensions between business profits and the desire for environmental reform, The Organic Profit is essential reading.
Описание: This new volume provides a holistic understanding the importance of promoting green products and discusses consumers` buying intentions and decisions. The chapters consider consumer behavior theory in the context of green or ecologically friendly products from both the academic and business perspectives.
Автор: Beverland, Michael B. Название: Brand management ISBN: 1473951984 ISBN-13(EAN): 9781473951983 Издательство: Sage Publications Рейтинг: Цена: 7285.00 р. Наличие на складе: Поставка под заказ.
Описание: This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative. Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.
Автор: Barnett David N. Название: Brand Protection in the Online World: A Comprehensive Guide ISBN: 0749478691 ISBN-13(EAN): 9780749478698 Издательство: Неизвестно Рейтинг: Цена: 8446.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Explore the full spectrum of Internet infringement, monitoring and enforcement, providing an overview of the threats most commonly faced online by brands and companies today.
Описание: In this second book of Scott Miller`s Mess to Success series, the FranklinCovey Executive VP reveals 30 career-challenging obstacles that you may encounter as a marketing manager and how he learned to transform them into team-enhancing opportunities.
Название: Strategic Brand Management in Higher Education ISBN: 0367139421 ISBN-13(EAN): 9780367139421 Издательство: Taylor&Francis Рейтинг: Цена: 23734.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book is unique in providing a composite overview of strategy, planning and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions.
Автор: Heding Tilde Название: Brand Management ISBN: 113880469X ISBN-13(EAN): 9781138804692 Издательство: Taylor&Francis Рейтинг: Цена: 6889.00 р. Наличие на складе: Нет в наличии.
Описание: For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive. BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?' This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.
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