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Brand Gender
This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
Elgar Encyclopedia of Consumer Behavior
Modern commercial landscapes are characterized by rapidly evolving markets, and this authoritative Encyclopedia acts as an essential navigational guide to such changeable consumer environments.
The Governance of Smart Transportation Systems
This book presents essential new governance structures to embrace and regulate smart mobility modes. Drawing on a range of case studies, it paves the way for new approaches to governing future transportation systems. Over the past decades, Information and Communication Technologies have enabled the development of new mobility solutions that have completely redefined traditional and well-established urban transportation systems. Urban transportation systems are evolving dramatically, from the development of shared mobility modes, to the advent of electric mobility, and from the automated mobility trend to the rapid spread of integrated transportation schemes. Given the disruptive nature of th...
Resolve and Fortitude
This is the story of a German-born executive, JK, who immigrated to the United States to aid Bill Gates and Steve Ballmer, Microsofts top honchos to build a commanding software empire. He led Microsofts OEM division that was responsible for sales to PC manufacturers, and drove the deals that made Microsoft Windows the worlds dominating operating system. Find out how much resolve, fortitude, and perseverance were needed to make that part of the PC revolution come true; what strategies were employed to win the Internet browser war; how IBM was beaten; what drove Apple to the brink of disaster; and how shady politicians and hapless competitors eventually goaded the Feds to ensnare Microsoft in ...
Elgar Encyclopedia of Climate Policy
The Elgar Encyclopedia of Climate Policy provides a comprehensive and compelling account of the causes and potential solutions to one of the most pressing global challenges of the 21st century: climate change. With deep intellectual rigour, this Encyclopedia adeptly surveys the nature and application of various international climate change policies.
Transport and the City
Transportation in urban areas, with its related environmental and social impacts, is of significant concern for government policymakers and for the urban citizens who need efficient transport systems. This book presents extensive reviews of these systems to devise and then safeguard their operational use, maintenance, safety and security. The continuing requirement for better and more efficient urban transport systems and the need for a healthier environment has added to the increasing international desire for new technologies and developments in this essential field. The variety of topics covered reflects the complex interaction of urban transport systems with their environment and the need to establish integrated strategies.
Better Business Writing
Praise and Reviews Essential guidance on communicating clearly, tightly and with style. `...Timothy Foster provides unparalleled guidance on the whole subject..` THE FORUM FOR ASSOCIATES OF THE INSTITUTE FOR INDEPENDENT BUSINESS, August 2002 IMPROVE YOUR TECHNIQUE EXPRESS YOURSELF POWERFULLY WRITE WITH STYLE MAKE A GREAT IMPRESSION Many of the people you want to reach today will do almost anything to avoid the act of reading. They look. They scan. They skip lengthy text. They allow distractions to destroy what little concentration they have. They give up before absorbing your message correctly. Combine this fact with the prevailing trend to outsourcing and self-employment, which often means ...
Encyclopedia of American Classical Pianists
This essential reference focuses on the lives, careers, and musical contributions of over 150 American pianists from early days of the nation until the present day. Richard Masters spotlights both modern and historical pianists—including women, people of color, and LGBTQ+ pianists who either never had the opportunity to win widespread acclaim but were top notch performers or who achieved important careers against heavy odds but were soon forgotten after their deaths, such as Augusta Cottlow, George Copeland, and Natalie Hinderas. This volume also gives attention to important collaborative pianists—none of whom have ever appeared in any volume on classical pianists—and influential pedag...
Computerworld
For more than 40 years, Computerworld has been the leading source of technology news and information for IT influencers worldwide. Computerworld's award-winning Web site (Computerworld.com), twice-monthly publication, focused conference series and custom research form the hub of the world's largest global IT media network.
