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
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
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
