A comprehensive introduction for students taking a module in services marketing. It reflects the technological developments and their impact for services marketing. It includes increased coverage of the customer experience. It highlights Web 2.0 for peer-to-peer interaction. It focus on how the credit crunch impacts services marketing.
Filling a gap in the market, this new title approaches the field through a uniquely international angle, with increased emphasis on the impact of digital technology and supported by international case-studies.
Creating a Brand Identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This book is an introduction to this multifaceted process. It illustrates brand identities from around the world.
This book's step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes one aspect at a time, creating an invaluable research tool that students, professors, small business owners and entrepreneurs will refer to, time and again.
Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within.
Gives an introduction to this key marketing topic. Structured to cover the essential content for a services marketing course, this work includes a chapter on the growth and development of service brands, coverage of service productivity and the internet, as well as innovation and new service development.
Tells the story of a life shaped by author's love of adverts, from seeing the PG Tips chimps at the age of three to writing infamous ads such as the Westpac Rap and having David Jason plug a family restaurant. This book offers the tale of a quest for advertising glory... and not quite ever getting there.
Featuring insights and inspiration from top marketers as well as lessons from some of the world's most successful digital marketing initiatives, this book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. It presents an inside look at digital strategies being deployed by brands like Coca-Cola.