Walters, a consultant who conducts marketing workshops and seminars for libraries, teaches social marketing courses at Regis U., and has been a marketing and development director for a public library,
This book is a cultural consumer anthropology. It is about observing and understanding purchasing behavior, and what influences that behavior. Affinity is all about culture and the way we live, about
"This is an inspiring book, a plea for the new approach -- one that does not just put the heart back into brand planning, but puts the brand back at the heart of the organization... It is fresh think
Insights and analysis that challenge current thought on consumer branding theory and strategy Pharmaceutical companies need to go beyond simply relying on strong sales forces and innovative research a
Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee.
The branding of Singapore International Airlines with the image of a beautiful, petite, and servile “Oriental” woman dressed in figure-hugging sarong-kebaya is one of the world’s longest running and m
The branding of Singapore International Airlines with the image of a beautiful, petite, and servile “Oriental” woman dressed in figure-hugging sarong-kebaya is one of the world’s longest running and m
Mission and Money goes beyond the common focus on elite universities and examines the entire higher education industry, including the rapidly growing for-profit schools. The sector includes research universities, four-year colleges, two-year schools, and non-degree-granting career academies. Many institutions pursue mission-related activities that are often unprofitable and engage in profitable revenue raising activities to finance them. This book contains a good deal of original research on schools' revenue sources from tuition, donations, research, patents, endowments, and other activities. It considers lobbying, distance education, and the world market, as well as advertising, branding, and reputation. The pursuit of revenue, while essential to achieve the mission of higher learning, is sometimes in conflict with that mission itself. The tension between mission and money is also highlighted in the chapter on the profitability of intercollegiate athletics. The concluding chapter inve
Mission and Money goes beyond the common focus on elite universities and examines the entire higher education industry, including the rapidly growing for-profit schools. The sector includes research universities, four-year colleges, two-year schools, and non-degree-granting career academies. Many institutions pursue mission-related activities that are often unprofitable and engage in profitable revenue raising activities to finance them. This book contains a good deal of original research on schools' revenue sources from tuition, donations, research, patents, endowments, and other activities. It considers lobbying, distance education, and the world market, as well as advertising, branding, and reputation. The pursuit of revenue, while essential to achieve the mission of higher learning, is sometimes in conflict with that mission itself. The tension between mission and money is also highlighted in the chapter on the profitability of intercollegiate athletics. The concluding chapter inve
Insights and analysis that challenge current thought on consumer branding theory and strategy Pharmaceutical companies need to go beyond simply relying on strong sales forces and innovative research a
