Sales and marketing Books
Taylor & Francis Ltd Conceptualising Demand A Distinctive Approach to Consumption and Practice
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£87.39
Taylor & Francis Ltd The Ethics of Sustainability in Management
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£128.25
Taylor & Francis Ltd Managing Global Strategy Developing an Effective Strategy in International Business
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£128.25
Taylor & Francis Destination Marketing
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£128.25
Taylor & Francis Ltd The Marketization of Religion
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£128.25
Taylor & Francis Ltd Contemporary Muslim Travel Cultures
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£128.25
Taylor & Francis The Customer Experience Model Routledge Focus on Business and Management
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£47.49
Taylor & Francis Ltd Airport Marketing
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£35.99
Taylor & Francis Ltd Airport Marketing
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£128.25
Taylor & Francis Ltd The Fashion Business
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£142.50
Taylor & Francis Ltd The Fashion Business
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£39.99
Taylor & Francis Ltd Leading Sustainably
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£32.99
Taylor & Francis Consumer Behaviour in Tourism
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£128.25
Taylor & Francis Ltd Sport and Environmental Sustainability
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£39.99
Taylor & Francis Ltd Authorship as Promotional Discourse in the Screen Industries
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£38.99
Taylor & Francis Ltd Shaping the Future of Work A Handbook for Action and a New Social Contract Giving Voice to Values
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£128.25
Taylor & Francis Ltd Brand Management in a CoCreation Perspective
Book SynopsisThis book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the evolution of corporate branding theory that has developed from an identity approach rooted in signalling theory to an understanding of brands as co-created by multiple stakeholders. She then develops and elaborates the latter approach by formulating and explicating the CCB approach, within which a brand is conceptualized as a discursive brand space grounded in a performative and interactional ontology. Brand discourses are produced in a number of conversational spaces inhabited by both human and non-human actors. Seeing that non-human actors have agency, hybrid agency and ventriloquism are key notions in the CCB approach, and the role of the brand manager is to function as a practical Table of ContentsPreface Presentation of structure List of figures and tables Introduction 1. The Evolution of Branding 2. A Communication as Constitutive Approach to Branding 3. Case Presentation 4. The Process of Brand Creation 5. Conversational Space, Ventriloquism, and Hybrid Agency 6. Sensegiving by Non-Human Actors 7. Frame Games and Negotiation of Meaning 8. The Brand Manager as a Practical Author Epilogue Bibliography Appendix 1. Explanation of abbreviations and anonymization
£128.25
Taylor & Francis Ltd Brand Management in a CoCreation Perspective
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£37.99
Taylor & Francis Ltd Practical Wisdom Leadership and Culture
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£39.99
Taylor & Francis Ltd The Customer Experience Model
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£24.51
Taylor & Francis Ltd The Marketization of Religion
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£37.99
Taylor & Francis Ethics CSR and Sustainability ECSRS Education in the Middle East and North Africa MENA Region
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£37.99
Taylor & Francis Research Frontiers on the International Marketing Strategies of Chinese Brands China Perspectives
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£39.99
Taylor & Francis Ltd The Cannabis Business
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£128.25
Taylor & Francis Ltd Absolute Essentials of Strategic Marketing
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£24.51
Taylor & Francis Ltd Global Capitalism Culture and Ethics
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£128.25
Taylor & Francis Ltd Corporate Social Responsibility in the Arctic
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£128.25
Taylor & Francis Ltd Answers for Ethical Marketers A Guide to Good Practice in Business Communication
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£128.25
Taylor & Francis Building Corporate Identity Image and Reputation in the Digital Era
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£128.25
Taylor & Francis Ship Management
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£35.99
Taylor & Francis Ship Management
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£128.25
Taylor & Francis Ltd Internal Marketing Theories Perspectives and Stakeholders Routledge Studies in Marketing
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£128.25
Taylor & Francis Ltd Internal Marketing
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£39.99
Taylor & Francis Ltd The Customer Copernicus How to be CustomerLed
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£128.25
Taylor & Francis Ltd Supply Chain Management and Logistics in the Global Fashion Sector
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£128.25
Taylor & Francis The Sustainability Mindset Principles A Guide to Developing a Mindset for a Better World The Principles for Responsible Management Education Series
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£128.25
Taylor & Francis Ltd Sport Consumer Behaviour
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£128.25
Taylor & Francis Ltd Contemporary Issues in Digital Marketing
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£147.25
Taylor & Francis Ltd Contemporary Issues in Digital Marketing
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£44.99
Taylor & Francis Ltd Doing Business in Kenya
Book SynopsisA deep dive into a success story in African business development, this book provides a multi-layered perspective on the realities of doing business in Kenya.The book's detailed information about the economic, social, technological, and cultural dimensions of Kenyan society enables a greater understanding of the major issues affecting business development, and actionable recommendations clarify the possible paths to starting and developing a business venture in Kenya. Given Africa's heterogeneity, it cannot be perfectly represented by one country. Still, Kenya closely mirrors Africa's major economic trends and cultural values: understanding Kenya's business landscape provides invaluable skills to do business throughout Africa.Businesspeople, policymakers, investors, students, and scholars will value this book's in-depth first-hand knowledge to help them make informed decisions about doing business in Africa or Kenya specifically.Table of Contents1. Introduction 2. Business Environment 3. Kenya’s Economic History, Legal system, Business financing and business types 4. The Political Climate 5. The Economic Climate 6. Cultural Issues Affecting Business Activity in Kenya 7. Establishing a Business in Kenya 8. The Marketing Process 9. Future Trends and Conclusions
£29.99
Taylor & Francis Ltd Absolute Essentials of Corporate Governance
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£28.99
Taylor & Francis Doing Business in Kenya
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£118.75
Taylor & Francis Fundraising Management
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£204.25
Taylor & Francis Ltd Greed Gone Good
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£128.25
Taylor & Francis Ltd Corporate Cultural Responsibility
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£128.25
Taylor & Francis Ltd Corporate Cultural Responsibility
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£39.99
Taylor & Francis Ltd Greed Gone Good
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£29.99
Taylor & Francis Technology Offsets in International Defence Procurement
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£39.99