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Unlock the secrets of advertising success with this comprehensive guide! Dive into practical insights and real-world data to enhance your campaigns. Explore the Super Bowl as a live advertising lab, dissecting branding strategies, creative elements, and societal...
This edited volume provides a marketing perspective on maladaptive consumer behavior, especially behavior with dysfunctional consequences that does not have its origins in physical addiction. It brings together contributions of leading scholars who have expertise in...
This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More...
Dozens of lively international case studies that help readers put core marketing principles in a real-world context From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation and growth in the modern...
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