Cadbury's Purple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the worlds
Discount Business Strategy: How the New Market Leaders are Redefining Business Strategy
Businesses such as Ryan Air, CBB and Lidl have risen to prominence in densely populated and highly competitive marketplaces. Yet their approaches, and
From Products to Services: Insight and Experience from Companies Which Have Embraced the Service Economy
This book takes the reader through the logical steps of changing a business from a product creator to a service provider. It is written from a
Fundamentals of Risk and Insurance, 11th Edition
Fundamentals of Risk and Insurance, 11th Edition presents a thorough and comprehensive introduction to the field of insurance while emphasizing the
Consumer-Centric Category Management: How to Increase Profits by Managing Categories Based on Consumer Needs
In 1992, Category Management, Positioning Your Organization to Win, was written by ACNielsen (then Nielsen Marketing Research) and published by NTC
Gimme! The Human Nature of Successful Marketing
Company brands today are old and familiar. They are under attack from copycat brands, from price brands, from the powerful retailers, and from
B2B and Beyond: New Business Models Built on Trust
e-Business is the process of leveraging new and existing technologies to interact, transact, and collaborate with members of an organization's entire
Citizen Brands: Putting Society at the Heart of your Business
In today's society brands are an integral part of society - they affect great chunks of what we do and they themselves influence and are effected by