A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book's innovative framework separates a brand's concept into its functional and emotional parts to give students a complete understanding of how brands operate and the strategies they employ to compete for consumer loyalty. Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial implications and applications. Diverse and dynamic examples-from the pull of the latest Samsung phone to the British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia-are accompanied by adverts and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of the application of branding and challenge students to question company practices and apply the theoretical ideas they have learned through the chapter. The definitions and ideas used in the study of branding are distilled into 'Key Concepts', listed at the start of chapters and revisited within chapters, which summarise the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as applied. As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry. This textbook is accompanied by the following online resources: For students: Web exercises Web links Video links For lecturers: PowerPoint slides Resource box

Filled with hundreds of stunning examples of successful two-dimensional design, this how-to book explains design theory and gives students the tools needed to create successful designs. DESIGN BASICS presents art fundamentals concepts in full two- to four-page spreads, making the text practical and easy for students to refer to while they work.

Teach students how to think and act like effective marketers and disruptors in today's dynamic, fast-paced business environment with Ferrell/Hartline/Hochstein’s MARKETING STRATEGY, 8E.

This edition presents strategic marketing management within the context of social, economic and technological arenas encompassing business. Students learn to develop long-term, customer-oriented marketing strategies and successful marketing plans with this edition's systematic approach. The latest examples highlight organizations familiar to readers, such as Spotify, Nintendo and Microsoft. New cases from Tesla, Netflix and even the recent COVID-19 pandemic illustrate the need for marketers to think proactively and anticipate change.

Using the latest research, the authors present current trends, from digital marketing tools and new marketing models to integrated marketing communication.

The rapid diffusion of technology in tourism and hospitality, coupled with the fragmenting and consolidating nature of tourism and hospitality sector, has demanded an increased emphasis on marketing communication strategies: how they can meet the changing and challenging demands of modern consumers, and ultimately maintain a company's competitive edge.
Marketing Communications for Tourism and Hospitality: concepts, strategies and cases is the first text to discuss this vital discipline specifically for the tourism and hospitality industry. Using specific contemporary case studies, such as lastminute.com, Starwood and Easyjet, it explains and critiques the practice and theory with relation to this industry. It provides readers with a critical theoretical overview of the role that communication places in the delivery and representation of hospitality and tourism services, and provides a practical guide to techniques and skills needed to develop, understand, interpret and implement communications strategies within a management context.
The complex and dynamic situation being faced by many hospitality and tourism organisations means that there is a greater need to focus in on communication techniques in order succeed and maintain profitability. For example, the rise in independent booking amongst the developed marketplaces for tourism and hospitality means that organisations must reach out directly to their target audiences. Similarly consumers experienced behaviour and attitude in respect of their awareness of marketing strategies and selling techniques, means that hospitality and tourism businesses must radically re-think the messages they employ and the values they communicate toa knowing audience.
Marketing Communications for Tourism and Hospitality provides:
* a systematic and cohesive text on marketing communications in the hospitality and tourism field which could form the basis of a complete module on communications strategies;
* an overview of the underlying theories of communication to allow students and managers to develop their skills in communications to contribute to the effective marketing of the organisation;
* detailed and extensive international case studies of strategies to support the teaching and learning function of the text and provide illustrative and worked through examples.
* Packed with detailed and extensive international case studies of strategies which illustrate the theories and clearly show examples of good and bad practice, such as lastminute.com, Starwood and Easyjet
* Provides a clear overview of the underlying theories of communication to allow students and managers to develop their skills in communications and contribute to the effective marketing of their organisation
* Essential reading for hospitality management and tourism students, and an invaluable resource for marketing practitioners in this growth area

Place yourself in the midst of today's fast-paced exhilarating world of advertising with ADVERTISING AND INTEGRATED BRAND PROMOTION, 8E. This cutting-edge approach provides intriguing insights into advertising in today's world. You see how strong advertising is the result of hard work and careful planning. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with hands-on practice. Advertising strategy comes to life with dynamic visuals and examples from today's most contemporary ads. Coverage of the latest practices and industry developments highlights social media, design thinking, and globalization. The book focuses on real advertising practice with content that follows the same process as an advertising agency. Accompanying MindTap provides integrated discussion of video and other medium.

Examine the latest developments in online business with cutting-edge coverage, real examples, actual business cases, and hands-on applications found in the market-leading ELECTRONIC COMMERCE, 12E. With comprehensive coverage of emerging strategies and today's most important technologies, this popular book equips you with a solid understanding of the dynamics of this fast-paced industry. The new edition offers thorough discussions of e-commerce growth in the rapidly-developing economies of China, India, and Brazil. You also examine key topics, such as social media and online marketing strategies, technology-enabled outsourcing, and online payment processing systems. New intriguing "Learning From Failure" segments help you draw important lessons from the experiences of actual companies as you review real-world e-commerce practices in action.

The FET College Series is designed to meet the needs of students and lecturers of the National Certificate Vocational qualification. For the student: Easy-to-understand language; Real-life examples; A "Key Word" feature for important subject words; A "Dictionary" feature for difficult words; A "Think about it" feature helps develop critical, creative and independent thinking; Workplace-oriented activities; and Chapter summaries that are useful for exam revision. For the lecturer: Chapter summaries that are cross-referenced to the text; Clearly identified outcomes and assessment standards; Assessment tasks and activities are aligned to the outcomes and assessment standards; and A CD Lecturer's Guide with model answers to assessments in the Student's Book, additional assessments with model answers and general reference material on teaching outcomes-based education.

The series is designed to meet the needs of students and lecturers of the National Certificate Vocational. To facilitate students' learning, the following features are used in the series: Content is written in easy-to-understand language, key terms are carefully explained, using everyday English, case studies show how to apply the theory in the work environment, the study skills sections help students make the most of their learning in class and prepare for the exams, there are many practice activities and questions with model answers at the back of the title, checklists assist students to make sure that they have covered all the skills and content in each chapter, and summaries at the end of each chapter are useful for exam revision. Lecturers using the series can teach with confidence because content is comprehensive, up-to-date, and meets all the curriculum requirements for the subject, outcomes and assessment standards are clearly identified, and assessment tasks and activities are aligned to the outcomes and assessment standards. Prescribing lecturers have access to comprehensive lecturer support material on CD including model answers to assessments in the textbook, additional assessments with model answers, rubrics for assessments, and general reference material on teaching outcomes-based education. The series is available for all programmes, all fundamental and compulsory subjects, and all elective and optional subjects.

Retailers must be primed to face increasingly difficult trading conditions thanks to the rise of the internet, increasingly better informed consumers, technological advances and an often competitive environment. This established textbook, now in its third edition, helps to provide students with the necessary skills to understand and tackle these challenges.

Retail Product Management explains the importance of retailing as a customer-focused activity and helps to provide students of courses such as "Retail Marketing", "Retail Management" and "The Retail Environment" with an excellent introduction to this important topic. With an emphasis on the operational side, this text incorporates features including expanded case vignettes, questions for further discussion, and application tasks. It also includes a new chapter on ethical and sustainable retail product management.

Retaining the popular style and elements of the first two editions, Rosemary Varley's Retail Product Management will continue to find favour with students and lecturers involved with retailing.

Table of Contents

1. Scope and Concepts 2. Retail Product Management: Process and People 3. Category Management 4. Product Range Planning and Selection 5. Managing the Supply Base 6. Product Quantity Decisions and Stock Management 7. Managing the Response to Sales 8. Allocating Retail Space to Products 9. Retail Design 10. Visual Merchandising 11. Communicating the Product Offer 12. Evaluating Retail Product Management Performance 13. Ethical and Sustainable Retail Product Management

As the general public has become more aware of pricing and the pricing actions of organisations in recent years, the focus on pricing as a marketing decision area has intensified. Price management introduces the fundamental principles of pricing in a clear, accessible manner. The approach is that pricing is a long-term decision that must be made in a thorough and systematic way. Businesses should adopt a proactive approach to pricing in order for them to achieve their marketing and organisational goals.

This edition of Relationship marketing and customer relationship management provides new perspectives on the meaning of marketing.

Relationship marketing (RM) and Customer relationship management (CRM) both represent a paradigm shift in traditional marketing thinking.

This means moving away from marketing to anonymous masses to developing and managing relationships with identifiable customers and stakeholders.

The all-new Business and Marketing Cases is an engaging collection of case studies dealing with real-life businesses. Written by the business owners themselves, the stories are unique and inspiring to students, practitioners and would-be entrepreneurs. Owners, entrepreneurs and corporates (from SMMEs to larger companies) share their frustrations, successes, and challenges on starting and running successful businesses.

Essentials of marketing introduces the fundamentals upon which effective marketing strategies are based. This updated third edition includes information and strategies that are crucial in the world of marketing today. A new chapter on Marketing planning, implantation and control adds value to this successful publication. This work is ideal for the marketing practitioner who wants a practical approach to the issues of marketing today.

Advertising research organizations have been trying for years to measure the effectiveness of advertising. The Advertised Mind draws on the very latest research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. Author Erik du Plessis uses this research to suggest why emotion is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy the brand that is being advertised. He also draws on the findings of Adtrack's world-famous database of responses to over 30,000 TV commercials (the largest in the world). He explores what "ad-liking" really means, and suggests how this paradigm about the role of emotion has resulted in a continued effort to obtain maximum return from advertising spend.

Capturing the direction and evolution of today's retail industry, "Silent Selling: Best Practices and Effective Strategies in Visual Merchandising," 4th Edition, is a multi-disciplinary blend of practical activities and creative problem-solving that takes readers beyond the basics of visual merchandising. Readers gain an understanding of experts' recent discoveries and learn valuable techniques while being encouraged to think outside the box using Bell's "Look-Compare-Innovate" model. With these informational tools, students can learn to create and deliver professional presentations that will facilitate their move from the classroom to the workplace.

The series is designed to meet the needs of students and lecturers of the National Certificate Vocational. To facilitate students' learning, the following features are used in the series: Content is written in easy-to-understand language, key terms are carefully explained, using everyday English, case studies show how to apply the theory in the work environment, the study skills sections help students make the most of their learning in class and prepare for the exams, there are many practice activities and questions with model answers at the back of the title, checklists assist students to make sure that they have covered all the skills and content in each chapter, and summaries at the end of each chapter are useful for exam revision. Lecturers using the series can teach with confidence because content is comprehensive, up-to-date, and meets all the curriculum requirements for the subject, outcomes and assessment standards are clearly identified, and assessment tasks and activities are aligned to the outcomes and assessment standards. Prescribing lecturers have access to comprehensive lecturer support material on CD including model answers to assessments in the textbook, additional assessments with model answers, rubrics for assessments, and general reference material on teaching outcomes-based education. The series is available for all programmes, all fundamental and compulsory subjects, and all elective and optional subjects.

Business-to-business marketing is the first B2B marketing book in South Africa written by local academics. Its content therefore includes material to which South African students of B2B marketing can relate more easily. This book is about businesses marketing their products and services to other businesses and covers concepts related to this environment. It gives valuable insights into business-to-business marketing management, as well as analysing B2B buying practices, supply chain management, the selection of business customers and the development of a B2B marketing strategy. It provides readers with an understanding of what B2B marketing is and how it differs from business-to-consumer (B2C) marketing. The book has a strong theoretical basis, while also exploring many case studies from a South African perspective.

The development of Relationship Marketing (RM) and Customer Relationship Management (CRM) has forced a change in thinking among marketers about the meaning of marketing and its role and function within an organisation. One such change is the way in which organisations relate to their customers. Organisations today need to adopt a more focused approach to interacting with customers while also developing clear strategies for building relationships not only with these customers but with all stakeholders.

Sales management in action provides facilitators and learners with a guide to the skills required to manage sales effectively in various vocational fields, thereby improving both their self-esteem and professional conduct. The nature of the content of the book is such that it brings the business world into the classroom and guides learners to build on this knowledge with ample local business examples. Drawing on the everyday experience of the learners at N5 and N6, the author has given special attention to the language level in the text so that both the content and the language are accessible to learners from all regions in South Africa. Sales management in action is user-friendly and follows an outcomes-based approach, consisting of outcomes and plenty of examples with assessments and self-assessments.

The first academic textbook covering European retail fashion buying and merchandising. It provides a unique insight into best practice across the fashion industry.

Covering design, marketing, sourcing, negotiation, range planning, supply chain and stock management, it clearly integrates current operational practice with theory.

This, combined with a thorough explanation of careers, makes it a key text as it provides an important reference source for existing practitioners, as well as being vital for students, new entrants and those seeking a career change into buying and merchandising.