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.

Explores the fundamentals of advertising and branding, providing an indispensable overview of creative thinking in advertising practice. This book offers guidance on portfolio presentation, making contacts and skills building, on crafting ideas in copy and art direction, and on working with others in the larger creative process.

Suitable for students following an undergraduate or postgraduate course on international marketing, this title explores the key roles that multiculturalism plays in different societies and its impact on marketing theory and practice and examines the importance of the cultural context in different societies' marketing practices.

As competitiveness increases, many organisations have realised that they cannot compete on price alone and have developed strategies for providing superior customer service. In this book Sarah Cook provides a comprehensive action plan.

Part of a series of management pocketbooks, this book addresses the area of customer service. It provides advice on how to develop a customer focus within your business, and how to make sure that customer service is developed to certain possible level. It provides practical guidance on improving customer communications, identifying customer needs.

Demand is a subject we are all familiar with, but few truly understand. This book will explain what it is, why is fails to happen so often and what the implications are, either way, for all of us

This work helps the reader understand how and why design for environment (DfE) has become so critical to design. The authors show how to design a product that meets requirements for quality, cost, manufacturability and consumer appeal, while at the same time minimizing environmental impacts.

A Dictionary of Marketing is an accessible, practical, and internationally-focused A-Z guide to all areas of marketing. Covering traditional techniques and theories, as well as the latest terms and concepts in web, digital and social marketing, this is the ideal reference for students and practitioners of marketing worldwide.

Over 4,000 entries on key terms and concepts covering advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing.

This textbook is an up to date, results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides techniques to enable the creation, development and maintenance of a successful digital presence.

Introduce your students to Digital Marketing with this industry-leading text. Digital Marketing, 8th edition is the complete guide in the field, presenting the latest strategies and case studies. Featuring updated topics and exercises, this must-have book will support your teaching and help your students build their skills around the subject.

Serves as a practical manual for all managers and marketers getting to grips with the techniques available to skilled direct marketers. This book shows how to: plan a direct marketing campaign; integrate new technology with conventional direct marketing practice; and maximise the impact, efficiency and return on investment of your activities.

This second edition addresses contemporary advertising in the context of current changes in communication. It is a comprehensive and invaluable reference guide to all aspects of the language of advertising.

A guide to the theory and practice of conducting ethnographic research in corporate consumer environments. It is suitable for students, who are likely to both study and work in corporate environments.

Focuses on how marketers can and should make much more of a difference in making their companies more financially successful - and reap the rewards and recognition for that success. This guide shows how the marketing function within a business can and should become its most important driver of growth.

Essentials of Marketing Research offers a balance of contemporary theory, European case material and software to help students to understand and apply the principles of designing and conducting high quality quantitative and qualitative marketing research and to give them the study skills to confidently design all stages of the marketing research process.

Unlike the many books on corporate social responsibility, the focus of this text is on ethical consumers; their behaviour, discourses and narratives as well the social and political contexts in which they operate and the manner and effectiveness of their actions.

The workings of advertising have always remained a bit of a mystery; until about 1960 virtually nothing of the effectiveness of advertising was known. This title concentrates solely on describing how advertising works. It makes the scholarship of an internationally renowned figure accessible to students taking beginning advertising courses.

A gossip-filled, insider's account of working on Madison Avenue during the golden age of advertising and inspired the multi-award-winning drama Mad Men.

Based on the bestselling Marketing by Baines, Fill, Rosengren, and Antonetti, Fundamentals of Marketing is the most relevant, concise guide to marketing, combining the most essential theories with a global range of practitioner insights.