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Once marketed, brands belong to consumers, who give them meaning. This book explains what brands mean to consumers, how they use them to communicate, and how advertising has become an integral component of the cultural communication system that is consumption.
Once marketed, brands belong to consumers, who give them meaning. This book explains what brands mean to consumers, how they use them to communicate, and how advertising has become an integral component of the cultural communication system that is consumption.
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This product has multiple variants. The options may be chosen on the product page
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This product has multiple variants. The options may be chosen on the product page
£74.99
This comprehensive, core text covers all areas of marketing. It is written in a straightforward style, and is intended for diploma and degree level students who are studying the subject for the first time.
This comprehensive, core text covers all areas of marketing. It is written in a straightforward style, and is intended for diploma and degree level students who are studying the subject for the first time.
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This product has multiple variants. The options may be chosen on the product page
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This product has multiple variants. The options may be chosen on the product page
£81.99
This research-based guide explores customer-driven innovation for today's markets. It examines AI in marketing, data analytics, and consumer behavior, offering evidence-based strategies and case studies to navigate emerging trends and leverage market complexities.
This research-based guide explores customer-driven innovation for today’s markets. It examines AI in marketing, data analytics, and consumer behavior, offering evidence-based strategies and case studies to navigate emerging trends and leverage market complexities.
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This product has multiple variants. The options may be chosen on the product page