"Destination branding and marketing form the backbone of tourism industry growth, but it is increasingly important that the strategies employed consider and promote sustainable solutions. This book provides a comprehensive ...

Providing an overview of experiential and cultural issues in food marketing, this book will be invaluable for consumer behavior and food marketing scholars, public policy professionals, and the food industry in understanding ...

Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. Like finding the right talent, tracking and measuring results and quantifying how this new marketing ...

Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity.

Sharing hard-earned insights, advice, and best practices, brand and marketing strategist Karen Tiber Leland helps entrepreneurs, business owners, CEOs, and executives create a brand by design instead of default, gain greater ...

This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands’ own media, native advertising, and ...

"Experiential marketing has become an indispensable tool for all types of businesses across multiple sectors. This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, ...

"This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists, and areas in which new ...

This book is a practical guide to the fundamental principles of marketing and branding, from developing brand identity to creating a customer profile. The book explains key theoretical concepts and illustrates how they are ...

"This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing both how universities are service providers and how education is a service, both of which need to be defined ...