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Brands are among the most valuable assets of most of today's corporations. Brand names are the lingua franca of commerce. Branding is all about brands in both the packaged goods and the services industries - how to develop them, how to protect them, how to use them effectively. Meer
An increasing number of the world's companies have come to recognise that their brands are of enormous value and that failure to maintain and support these important assets can lead to the failure of the company itself. Meer
**2025 PROSE Award Finalist in Media and Cultural Studies**
Food Sustainability and the Media: Linking Awareness, Knowledge and Action is the first book to explore the roles that the media plays in raising awareness, spurring action, and increasing understanding about food security and global sustainability issues. Meer
For many companies, brands are now their most valuable assets - yet there is insufficient knowledge within business in general of legal systems that exist to allow brand owners to protect these assets. Meer
Exploring many of the most pertinent ethical and economic issues of our time, this book offers both new insights and innovative solutions. Including case studies of international companies and analysis of research, Michael Hopkins addresses global commercial and social problems and examines the question of corporate social responsibility. Meer
This book explores how resident foreign businesspersons interact with Chinese colleagues in government and business and how this interaction affects implementation of joint venture laws and policies that have been introduced to regulate joint ventures since 1979. Meer
This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. The book provides a series of critical perspectives on marketing from senior authors around the world. Meer
Twenty-one authors from a variety of backgrounds analyse the global competitiveness of the Asian firm in different parts of the world and at different phases of their internationalisation process. Meer
Appreciating and satisfying the emotional heads of buyers can be the essential factor contributing to the creation of a competitive edge, particularly where close uniformity of quality, price and service exists between competing suppliers. Meer
As conscientious consumers, we become overwhelmed with alarms about food contamination, climate change, chemical pollution and other environmental and health-related risks. Meer
Published monthly, Financial Statistics contains data on public sector finance, including central government revenue and expenditure, money supply and credit, banks and building societies, interest and exchange rates, financial accounts, capital issues, balance sheets and balance of payments. Meer
This fifth edition of the successful Promotion and Marketing for Broadcasting, Cable, and the Web, 4ed takes an important, timely look at the newest media venue, the Internet. Meer
Today's China presents a unique setting for organizations. Through an examination of current Chinese business, this book addresses its business culture and environment. Meer
Radio's niche marketing revolution evolved to address the problems of market fragmentation. These problems are responsible for steep declines in traditional media revenues. Meer
Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Meer
This third annual volume of the International Place Branding Yearbook looks at the case for applying brand and marketing strategies to the economic, social, political and cultural development of cities, towns and regions around the world to help them compete in the global, national and local markets. Meer
Meta-Luxury sets out to define the ultimate meaning of true luxury, exploring it as both a culture and business model. Through the concept of Unique Achievement and the drivers of Craftsmanship, Focus, History and Rarity, the authors examine what is at the heart of true luxury through a unique series of conversations. Meer
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Meer
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