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Practical Guide to Comparative Advertising: Dare to Compare is an authoritative, engaging handbook on comparative advertising for food and non-food consumer products. Meer
For courses in introductory advertising.
Increase the relevancy and effectiveness of marketing communications
Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Meer
Introducing the goals and techniques of marketing, this text looks at the business environment in which it takes place. It considers the role of market research in helping companies target and segment their markets, and position their products. Meer
Designed to be used alone or packaged WITH ANY core texts in consumer behaviour.
This unique casebook applies consumer behaviour theory to practice via thirty-five cases and activities. Meer
Case Studies on Food Experiences in Marketing, Retail, and Events explores approaches for creating ideal food shopping and consumption experiences, and the challenges food customers face today. Meer
What do you really do when you shop? The answers are fascinating and, for retailers, they're cash in the bank. In Inside the Mind of the Shopper, world-renowned retail consultant Dr. Meer
Using Information to Develop a Culture of Customer Centricity sets the stage for understanding the holistic marriage of information, socialization, and process change necessary for transitioning an organization to customer centricity. Meer
Entity Resolution and Information Quality presents topics and definitions, and clarifies confusing terminologies regarding entity resolution and information quality. Meer
Advances in Food Traceability Techniques and Technologies: Improving Quality Throughout the Food Chain covers in detail a topic of great importance to both the food industry which is obliged to provide clear and accurate labeling of their products and the government and other organizations which are tasked with verification of claims of food quality and safety. Meer
Transcription, or the process by which DNA produces RNA, is a central aspect of gene expression. Transcription factors regulate transcription during development and in disease states. Meer
Coffee Consumption and Industry Strategies in Brazil, the latest release in the Consumer Science and Strategic Marketing series, provides an overview of the coffee sector, focusing on marketing strategies, consumer behavior, and strategies for transforming coffee consumption, production and retailing. Meer
In 1997, Bill Gates famously said "Content is king." Since then, the digital marketing world has been scrambling to fulfill this promise, as we finally shift our focus to what consumers really want from our brands: a conversation. Meer
Developing New Functional Food and Nutraceutical Products provides critical information from conceptualization of new products to marketing, aiming to present a solid understanding of the entire process through detailed coverage of key concepts, namely innovation, regulation, manufacturing, quality control, and marketing. Meer
Case Studies in Food Retailing and Distribution aims to close the gap between academic researchers and industry professionals through the presentation of ‘real world’ scenarios and the application of field-based research. Meer
Experts from around the world present changes in the global marketplace and developments in research methodologies underpinning new product development (NPD) in this essential collection. Meer
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