Business is in serious trouble. Just when business needs it most, polls and surveys show that public trust and confidence in business is at its lowest level in more than 15 years. Savvy executives kno
Spiller (marketing, Christopher Newport U.) joins forces with political insider Bergner, former staff director of the Senate Foreign Relations Committee and former Assistant Secretary of State, to rev
This is an edited collection examining different elements of branding within the context of Asia. Written by experts, it provides insights into current applied research on the relationship between com
Most marketing communication textbooks focus on what the marketer wants to communicate to customers. This customer-focused text acknowledges that the old-fashioned communication delivery model no long
In 2008, Howard Schultz, the president and chairman of Starbucks, made the unprecedented decision to return as the CEO eight years after he stepped down from daily oversight of the company and became
Strategies for binding customers to an organization--by determining the information they want and giving it to them In 1993, Don Schultz showed marketers how to coordinate their organizations' entire
