This comprehensive reference covers theory and example cases from around the world, for senior strategists, positioning professionals, and postgraduate students. Examples are from consumer goods, comm
"Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning pr
Rumors may be the oldest medium of mass communication of information or ideas. Even before there were newspapers, radio, or television, rumors communicated by word-of-mouth made and shattered reputati
Rumors may be the oldest medium of mass communication of information or ideas. Even before there were newspapers, radio, or television, rumors communicated by word-of-mouth made and shattered reputati
Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury, causing c
