Ontdek hoe merken ook in een algoritmische wereld onvergetelijk blijven. Dit boek laat zien hoe je bouwt aan duurzame merkherinneringen in plaats van vluchtige aandacht.
Versterk je marktpositie met boeken die je helpen denken als een strateeg en handelen als een creatieve marketeer. Van merkstrategie tot klantgericht ondernemen: ontdek hoe je bouwt aan sterke merken en campagnes die écht werken.
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Environment and social responsibility are paramount for any modern business strategy, and the field of marketing is adapting itself to the new focus on sustainability. The study of the interface between consumers, society, and marketing is crucial for understanding the complex interactions between… Meer
This book constitutes the proceedings of the 8th International Conference on Digital Economy, ICDEc 2023, which took place in Braga, Portugal, in May 2023. The 26 full papers included in this volume were carefully reviewed and selected from 72 submissions… Meer
This book presents advances in the research of various entities in the world, which are working on the application of technology or management in tourism. Indeed, one of the sectors hardest hit by the pandemic was tourism, likewise one of the post-pandemic effects is the rapid recovery of the… Meer
It is now widely recognized that the emotional dimension of products and services is a critical success factor in many sectors. Generating products with significant emotional features is a complex challenge, as professionals responsible for designing and developing new products should be able to… Meer
This encyclopedia is the most comprehensive and updated source of reference in tourism research and practice. It covers both traditional and emerging concepts and terms and is fully international in its scope… Meer
This book describes ongoing developments in social media within the tourism and hospitality sector, highlighting impacts on both the demand and the supply side. It offers a combination of theory and practice, with discussion of real-life business experiences… Meer
The objective of this report is to examine the extent to which countries in Latin America and the Caribbean participate in global value chains and what are the drivers of such participation. Production processes have been increasingly fragmented worldwide… Meer
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice… Meer
This book covers the entire spectrum of cultural and digital tourism and presents the latest findings, examples and cases, highlighting innovations for the tourism industry from both an academic and a practical point of view… Meer
This book explores a fairly unique wine marketing topic by examining the role and historic function of Wine Queens and Wine Kings. The author charts the history of Wine Queens in Europe, the Americas and Asia, while also focusing on cases from Slovenia… Meer
In this book, Alexander Häntzschel presents the benefits of organized networks and provides a first-ever overview of German-Sino business networks. Based on more than 20 expert interviews and research of 30 different cases, the analysis covers the different forms of organization, their target groups… Meer
This book constitutes the refereed proceedings of the 6th International Conference on E-Technologies, MCETECH 2015, held in Montréal, Canada, in May 2015. The 18 papers presented in this volume were carefully reviewed and selected from 42 submissions… Meer
This book investigates customer perceptions and expectations of complaint channels. In addition to the conventional channels, the adequacy of online social networks as new complaint channel is analysed… Meer
This book constitutes the refereed proceedings of the 12th International Conference on Mobile Web and Intelligent Information Systems, MobiWIS 2015, held in Rome, Italy, in August 2015. The 17 full papers and 3 short papers presented were carefully reviewed and selected from 55 submissions… Meer
This book develops a comprehensive framework for creating sustainable new business approaches on a massive scale. It relates the power of entrepreneurship, investment and technology to four areas in which progress is urgently needed to get out of the world’s current impasse… Meer
This book focuses on cultural tourism as it develops into the second decade of the new millennium. It presents recent hospitality and tourism research findings from various sources, including academic researchers and scholars, industry professionals, government and quasi-government officials, and… Meer
This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how… Meer
This book analyzes the current Islamic marketing environment. Since the Muslim world is extremely diverse in terms of economic development, customs and traditions and political and legal systems, it is vital for companies and marketers to analyze the environment before attempting to address these… Meer
As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical and… Meer
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