The obesity challenge
This timely book brings together some of the most highly respected scholars and practitioners in the consumer psychology and health communication fields to analyze how the latest research can be effectively applied to the critical public health issue of obesity
The Fifth Edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings.* NEW - features many new chapters as well as new material in existing chapters, including... * new chapter on Integrated Marketing Communication (Chapter 3) * new chapter on Global Advertising (Chapter 20) * new material on Brand Equity (Chapter 10) and Emotions and Advertising (Chapter 9) * expanded treatment of Advertising Production (Chapter 15) * more in-depth discussion of Media Data/Sources (Chapter 17) * more coverage of Copywriting * updated material on changes in the industry, media environment, copy testing services, client-agency relations. * includes Cases, Readings, Exercises and Discussion Questions. * complete coverage of goal setting framework, positioning and segmentation, message strategy, message tactics, media strategy and media tactics. * NEW - features new readings from sources like... * Fortune magazine * The Harvard Business Review * Adweek * NEW - integrates many more examples and applications throughout. * NEW - updates research throughout.
Four Strategies for Disrupting Markets and Building Brands
Praise for "THE NEW EMERGING-MARKET MULTINATIONALS" highlights its significance in reshaping perceptions of international economic competition. Esteemed figures like Philip Kotler and Anand Mahindra commend the book for its insightful analysis of emerging-market multinationals (EMNCs) and their transformative impact on global market structures. Muhtar Kent emphasizes its relevance for business leaders navigating today's competitive landscape, while Pankaj Ghemawat appreciates the compelling examples and frameworks it offers for understanding EMNC strategies. W. Chan Kim underscores the book's thorough research and case illustrations, making it a must-read for those interested in global competition. David A. Aaker points out that understanding these dynamics is crucial for anyone involved in global markets. Wonhong Cho highlights the practical insights that can aid companies in structuring growth strategies. The authors conducted an extensive study of 39 EMNCs, revealing innovative strategies that have propelled these companies to success. They identify four key strategies: COST LEADERS leverage low-cost structures, KNOWLEDGE LEVERAGERS utilize existing resources for brand development, NICHE CUSTOMIZERS combine manufacturing advantages with targeted R&D, and GLOBAL BRAND BUILDERS focus on specific products in developed markets. Mastering these strategies is essential for any company aiming to compete effectively in the evolvi