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Customer Loyalty and Brand Management
Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, und...
Advances in National Brand and Private Label Marketing
The 2023 International Conference on National Brand & Private Label Marketing is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers. The two-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. The conference addressed diverse areas of application such as branding strategies, innovation in private labels, private label consumers, customer databases, Covid-19 consequences, loyalty programs, sustainability, and online grocery retailing, among others. A wide variety of theoretical and methodological approached have been used in these areas. This volume presents the proceedings of this 2023 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions.
Ríos que nos separan, aguas que nos unen (e-book)
Esta monografía aborda un tema actual y de eminente interés práctico: la gestión sostenible de las Cuencas Hidrográficas Internacionales (CHI). Estas cuencas ocupan el territorio de dos o más Estados y sus aguas constituyen un recurso cada vez más escaso cuyo reparto está en la génesis de numerosos conflictos, inclusive armados, en varias regiones del planeta. El desafío al que nos tenemos que enfrentar es encontrar fórmulas que permitan el uso pacífico y sostenible de las CHI a largo plazo, lo cual depende de la existencia de organismos de cooperación responsables por la gestión del agua -como los instituidos por la Convención Hispano-Lusa de 1998 (o Convención de Albufeira)...
Progress in Tourism Marketing
The aim of this book are two-fold: (1) to evaluate the current progress of theoretical approaches to tourism marketing and (2) to show the ways to further develop the concept of tourism marketing for application within tourist destinations and individual businesses and evaluate its potential impact on performance improvement. The structure is based upon the inclusion of an introduction and four main parts, namely IT marketing, destination competitiveness, image measurement, and consumer behaviour. There is a brief introduction for each part prior to the discussion of specific chapters just to make the readers familiar with their content. The editors believe that there is a need for informati...
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Agile Project Management with Scrum
The rules and practices for Scrum—a simple process for managing complex projects—are few, straightforward, and easy to learn. But Scrum’s simplicity itself—its lack of prescription—can be disarming, and new practitioners often find themselves reverting to old project management habits and tools and yielding lesser results. In this illuminating series of case studies, Scrum co-creator and evangelist Ken Schwaber identifies the real-world lessons—the successes and failures—culled from his years of experience coaching companies in agile project management. Through them, you’ll understand how to use Scrum to solve complex problems and drive better results—delivering more valuab...
The Battle for Spain
The bestselling author of STALINGRAD and BERLIN: THE DOWNFALL on the Spanish Civil War, drawing on masses of newly discovered material from the Spanish, Russian and German archives. The civil war that tore Spain apart between 1936 and 1939 and attracted liberals and socialists from across the world to support the cause against Franco was one of the most hard-fought and bitterest conflicts of the 20th century: a war of atrocities and political genocide and a military testing ground before WWII for the Russians, Italians and Germans, whose Condor Legion so notoriously destroyed Guernica. Antony Beevor's account narrates the origins of the Civil War and its violent and dramatic course from the coup d'etat in July 1936 through the savage fighting of the next three years which ended in catastrophic defeat for the Republicans in 1939. And he succeeds especially well in unravelling the complex political and regional forces that played such an important part in the origins and history of the war.
