"Explores major marketing strategies for some of the top global and emerging brands from 2016-2018"--

Other features include photos and illustrations, a chronology that captures key marketing initiatives and a master index.

With over 300 entries from hundreds of global experts, this is one of the premier marketing reference resources available worldwide. The 6-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications The far-reaching new developments, challenges and opportunities that have arisen in recent years are fully reflected in the entries Scholars and professionals will enjoy the flexible, multi-level structure, with entries ranging from topics summaries to short essays reviewing areas of development and debate Entries are further extended by sophisticated cross-referencing both among volumes and between encyclopedia entries and external sources The encyclopedia is also available online For ease of reference, the entries are arranged alphabetically within each of the subject volumes. Designed to encompass the scope of modern marketing, the volumes cover: Volume 1: Marketing Strategy Volume 2: Marketing Research Volume 3: Consumer Behavior Volume 4: Advertising and Integrated Communication Volume 5: Product Innovation and Management Volume 6: International Marketing

A continuation of Encyclopedia of Major Marketing Campaigns (1999,2007, 2013), this volume expands its international coverage through its 100 essays covering some of the top global and emerging brands that appeared from 2014 to 2018. Essays are aligned to the strategic marketing framework, ensuring that the marketing strategies covered can easily be utilized in an academic environment as case studies, or illustrative examples often described as "war stories" by professors.

Vast markets for high-symbolic-value goods serve as an expansive worldwide arena where luxury brands and products compete for consumer attention. As global luxury markets have grown and continue to grow, uncovering successful methods for maintaining brand image and consumer desire is critical to the success of high-end brands. Global Marketing Strategies for the Promotion of Luxury Goods explores the latest promotional trends, business models, and challenges within the luxury goods market. Focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building, this timely reference publication is designed for use by business professionals, researchers, and graduate-level students.

In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.

This four-volume set introduces, on the management side, principles and procedures of economics, budgeting and finance; leadership; governance; communication; business law and ethics; and human resources practices; all in the sports context. On the marketing side this reference resource explores two broad streams: marketing of sport and of sport-related products (promoting a particular team or selling team- and sport-related merchandise, for example), and using sports as a platform for marketing non-sports products, such as celebrity endorsements of a particular brand of watch or the corporate sponsorship of a tennis tournament. Together, these four volumes offer a comprehensive and authoritative overview of the state of sports management and marketing today, providing an invaluable print or online resource for student researchers.

"This research book is a repository for academicians, researchers, and industry practitioners to share and exchange their research ideas, theories, and practical experiences, discuss challenges and opportunities, and present tools and techniques in all aspects of e-business development and management in the digital economy"--Provided by publisher.

At your fingertipsfind advertising terms and concepts quickly and easily in this A-Z reference guide! As with many institutions, advertising has developed its own vocabulary. While some terms and concepts may overlap with other areas, many are used in a particular way and have specific meanings in advertising. The Concise Encyclopedia of Advertising is a comprehensive yet to-the-point compilation of terms and concepts used in the advertising industry. It provides brief, easy-to-understand definitions and explanations of common advertising terms and covers all major concepts used in the industry. The Concise Encyclopedia of Advertising is unique in that it completely covers all terms and examines all aspects of advertising. This book will help bring you up-to-date with current advertising jargon. It is laid out in an easy-to-use alphabetical format, which allows you to easily access and understand the information. For further reference, it also includes a list of advertising experts who have recently written articles or textbooks on advertising. Some of the terms and concepts in the Concise Encyclopedia of Advertising include: advertising appeals evaluation criteria of advertising Internet advertising magazine advertising television advertising advertising campaign management sponsorship marketing and many more! The Concise Encyclopedia of Advertising provides advertisers, marketers, consumers, and businesses a handy reference to the terminology that is used in the advertising industry. Those new to the business or trying to get into the business can use this book to familiarize themselves with terms and concepts they will need to know. Individuals already in the business can use this book as a quick reference tool for terms they are unsure of or have forgotten. It is also useful as a textbook for students of advertising.