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In 1997, Bill Gates famously said "Content is king." Since then, the digital marketing world has been scrambling to fulfill this promise, as we finally shift our focus to what consumers really want from our brands: a conversation. Meer
Using Information to Develop a Culture of Customer Centricity sets the stage for understanding the holistic marriage of information, socialization, and process change necessary for transitioning an organization to customer centricity. Meer
Nutraceutical and Functional Food Regulations in the United States and Around the World, Third Edition addresses the latest regulatory requirements designed to ensure the safe production and delivery of these valuable classes of foods. Meer
For courses in introductory advertising.
Increase the relevancy and effectiveness of marketing communications
Advertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers. Meer
Entity Resolution and Information Quality presents topics and definitions, and clarifies confusing terminologies regarding entity resolution and information quality. Meer
Transdisciplinary Case Studies on Design for Food and Sustainability, a volume in the Consumer Science and Strategic Marketing series, analyzes the interconnectivity of sustainability, food, and design, demonstrating the presence of food design in various food-related fields of study. Meer
What do you really do when you shop? The answers are fascinating and, for retailers, they're cash in the bank. In Inside the Mind of the Shopper, world-renowned retail consultant Dr. Meer
Case Studies on Food Experiences in Marketing, Retail, and Events explores approaches for creating ideal food shopping and consumption experiences, and the challenges food customers face today. Meer
Case Studies in Food Retailing and Distribution aims to close the gap between academic researchers and industry professionals through the presentation of ‘real world’ scenarios and the application of field-based research. Meer
This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. Meer
Advances in Food Traceability Techniques and Technologies: Improving Quality Throughout the Food Chain covers in detail a topic of great importance to both the food industry which is obliged to provide clear and accurate labeling of their products and the government and other organizations which are tasked with verification of claims of food quality and safety. Meer
Practical Guide to Comparative Advertising: Dare to Compare is an authoritative, engaging handbook on comparative advertising for food and non-food consumer products. Meer
Lay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. Meer
Transcription, or the process by which DNA produces RNA, is a central aspect of gene expression. Transcription factors regulate transcription during development and in disease states. Meer
Statistical Methods in Food and Consumer Research, Second Edition, continues to be the only book to focus solely on the statistical techniques used in sensory testing of foods, pharmaceuticals, cosmetics, and other consumer products. Meer
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