Brand Management

Written by three leading practitioners, this is a practical guide to running an effective customer satisfaction measurement programme. The book also covers ways of gaining understanding and ownership of the CSM programme throughout the organisation...

Place branding is often a response to inter-place competition, developed in a vacuum, ignoring the needs of local communities and applying quick-fix solutions regardless of geographical and socio-political contexts. The need for more responsible and socially sensitive approaches catering for a wide ..

Leading the Customer Experience explores the relationship between leadership behaviour and exceptional service. Most organisation’s strategic aims and goals centre on the delivery of excellent service. Loyal customers not only keep buying from a company but also recommend the business to others. It..

Managing Market Relationships..

It's no secret: marketing punches below its weight in the Boardroom. CEOs and other board members perceive that marketers lack commercial credibility when compared to their peers. Marketing in the Boardroom is an important book for any aspiring marketers who are moving up the career ladder. It is al..

It's no secret: marketing punches below its weight in the Boardroom. CEOs and other board members perceive that marketers lack commercial credibility when compared to their peers. Marketing in the Boardroom is an important book for any aspiring marketers who are moving up the career ladder. It is al..

Political systems and ideologies express the society in which they are incubated. This book analyses how, in Nazi Germany, propaganda and political marketing existed not merely as an instrument of government, as with other regimes, but the very medium through which government governed. With obvious ..

Political systems and ideologies express the society in which they are incubated. This book analyses how, in Nazi Germany, propaganda and political marketing existed not merely as an instrument of government, as with other regimes, but the very medium through which government governed. With obvious ..

Good customer service may be seen as a crucial asset for most organisations. But how do you know that you are delivering good customer service both externally and internally and, more importantly delivering it to meet and exceed your customers' expectations? Customer service is an intangible thing, ..

"Experiential marketing changes everything!" claim the management gurus, but is it really so significant that not joining this race is dangerous? This research anthology investigates different angles of experiential marketing, providing a comprehensive collection of cutting-edge theories and researc..

The economic recession in the developed world and competition for consumer goods from the developing world has led to a re-assessment of the growth-led conventions of the retail industry. In addition, the rapid advance of e-commerce and online shopping has created new challenges for physical stores ..

Customers don't come into a shop because they have to, because they have no choice; they enter voluntarily because it is practical, or attractive, or fun! Shops are not yet written off and retailers are not practising an ancient craft, but there is a lot that needs to be done. Drawing on extensive ..