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Global Marketing: Foreign Entry, Local Marketing, and Global Management - Thryft
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Johny K. Johansson | Mcgraw-hill Medical Publishing

Global Marketing: Foreign Entry, Local Marketing, and Global Management

$6.61 from $2.84 Save up to 57%

Goodreads rating: 4.0

$6.61 from $2.84 Save up to 57%

Out of stock

Johansson's "Global Marketing, 5/e" utilizes a three-pronged framework to organize the discussion of how to conduct global Foreign Entry, Local Marketing, and Global Management. Johansson seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. In foreign entry, in global management, and to a large extent even as a local marketer in a foreign country, the global marketer needs skills that the home makes experience - or the standard marketing text - have rarely taught. The recognition of the three roles helps dispel the notion that there is no such thing as international global marketing, only marketing. Much of the excellent research and tried-and-true teaching material that global marketers in business and academe have contributed over the years is reflected in the chapters and in several cases that can be found at the end of each major section. The authors have focused on material that is timely and up-to-date, and relevant to the global context.
PRINCIPLES MARKETING : ASIAN PERSPECTIVE - Thryft
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Philip Kotler | Pearson Prentice Hall

PRINCIPLES MARKETING : ASIAN PERSPECTIVE

from $7.60

Goodreads rating: 4.06

from $7.60

Out of stock

Principles of Marketing: An Asian Perspective provides an authoritative, comprehensive, innovative, managerial, and practical introduction to the fascinating world of Asian marketing. While providing the most up-to-date marketing coverage, this book also makes learning about and teaching Asian marketing easier and more exciting for both students and instructors. Marketing is presented in a practical, exciting, and easy to digest manner. The text is filled with interesting examples and stories about real companies and their marketing practices. Moreover, the integrated, cutting-edge teaching and learning package gives instructors the power to customize students' educational experience.
Cases in Marketing Management and Strategy - Thryft
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John A. Quelch | Prentice Hall

Cases in Marketing Management and Strategy

$9.53 from $5.72 Save up to 40%

Goodreads rating: 0.0

$9.53 from $5.72 Save up to 40%

Out of stock

For senior year undergraduate Marketing courses, and first year MBA courses in Marketing/International/Asian Business. The book provides a broad-based approach to Asia-Pacific marketing case-studies. Cases include studies on products and services; consumer and business markets; profit and non-profit organizations; Asian firms operating within and outside of the region as well as non-Asian companies operating in Asia; small and large enterprises; manufacturing and trading businesses; and low- and high-technology industries.
Advertising Media Planning, Seventh Edition - Thryft
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David L. Smith, Roger B. Baron, Jack Z. Sissors  | Mcgraw Hill

Advertising Media Planning, Seventh Edition

$12.40 from $7.44 Save up to 40%

Goodreads rating: 3.64

$12.40 from $7.44 Save up to 40%

Out of stock

Apply the latest advertising technologiesBuild your brand in every mediumCreate the right budget for each campaign Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives. Advertising Media Planning , seventh edition, retains all the critical information you need to know about traditional media―including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, • Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR’s impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television • Cross-media planning • Data fusion • International competitive spending analysis This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization, this updated classic is the best and most complete companion available for navigating the new frontier of media planning.
The Art of Shopping - Thryft
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Siemon Scamell-Katz | Lid Publishing

The Art of Shopping

from $1.00

Goodreads rating: 3.96

from $1.00

Out of stock

Everybody is a shopper—a fact no company can ignore. Based on results of never publicly seen real-world research, using ethnographic and neuroscience studies on some of the world's leading brands and retailers, this is an insider's exposé on how shoppers choose and buy brands (often without knowing how they do) and how brands can promote themselves. The author is one of the world's leading analysts of shopper behaviors. This book is the result of twenty years of pioneering research (from filming shoppers in-store to brain scanning) into how people around the world really shop. It explores what we actually do rather than what we think we do, how we really choose and make decisions to buy, and what brands are trying to persuade us to buy.
The Online Advertising Playbook : Proven Strategies and Tested Tactics from the Advertising Research Foundation - Thryft
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Taddy Hall, Joe Plummer, Robert Barocci  | Wiley

The Online Advertising Playbook : Proven Strategies and Tested Tactics from the Advertising Research Foundation

$2.67 $2.00 Save up to 52%

Goodreads rating: 3.1

$2.67 $2.00 Save up to 52%

Out of stock

Praise for The Online Advertising Playbook "Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing."―Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks " The Online Advertising Playbook 's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty."―Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company "To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change."―Ted McConnell, Interactive Innovation Director, Procter & Gamble " The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets."―Van Riley, Vice President of Research, AOL "The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook , I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning."―Rod DeVar, Manager, Advertising and Promotion, United States Postal Service "Savvy marketers should take advantage of The Online Advertising Playbook 's findings and principles to get real results."―Chris Theodoros, Director of Industry Relations, Google "A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati."―Mike Donahue, Executive Vice President, American Association of Advertising Agencies "This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course."―Henry Assael, Professor of Marketing, Stern School of Business, New York University
branding@thedigitalage - Thryft
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Herbert M. Meyers | Palgrave Macmillan

branding@thedigitalage

$2.70 $2.00 Save up to 52%

Goodreads rating: 3.71

$2.70 $2.00 Save up to 52%

Out of stock

If you're looking for insights on how to build a brand that resonates in the digital age, "branding@thedigitalage" is an essential read. Drawing on the expertise of branding consultants and experts from major companies like Microsoft, McDonald's, and Pepsi-Cola, this book offers practical strategies for creating and presenting a compelling brand online. With an eye toward the future of e-branding, the book is a valuable resource for anyone looking to establish a strong digital presence.
Consumer Behaviour - Thryft
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Paul W. Miniard, James F. Engel, Roger D. Blackwell  | South-western College Pub

Consumer Behaviour

$18.88 from $8.12 Save up to 57%

Goodreads rating: 4.19

$18.88 from $8.12 Save up to 57%

Out of stock

This text contains diverse and balanced coverage of consumer behavior research in theory and application from some of the pioneering authors in this field. Ideal for one-term courses in consumer behavior offered by both marketing and psychology departments. This was the first text to integrate behavioral science with the decision orientation of the business school.
Consumer Behaviour - Thryft
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Angela Paladino, Aron O'Cass, Leon Schiffman  | Pearson Education Australia

Consumer Behaviour

$8.46 from $3.64 Save up to 57%

Goodreads rating: 0.0

$8.46 from $3.64 Save up to 57%

Out of stock

Big M, Little M Marketing : New Strategies for a New Asia - Thryft
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David Ketchum | Wiley

Big M, Little M Marketing : New Strategies for a New Asia

from $13.13

Goodreads rating: 3.33

from $13.13

Out of stock

David Ketchum brings a rare insight to marketing in Asia. His observation and recommendations are based on relationships with a broad range of marketers - packaged goods and consumer durables as well as business-to-business products and services. The added bonus is that David Ketchum is a facile and gifted writer who holds the readerâ??s attention from start to finish. A must read for anyone interested in doing business in Asia! - Harold Burson, Founding Chairman, Burson-Marsteller David Ketchumâ??s insight in Big M, little m is your map and GPS receiver to help navigate the Asian Brand and marketing frontier. I recommend this book for anyone interested in learning about the unique challenges and adept solutions of marketing in Asia during this time of extreme change. Big M little m is the closest thing to having your own Asian marketing consultant in a box - Frank Yu, Regional Business Manager, XBOX and Home Entertainment Division, Microsoft CorporationAsia's economics, despite ups and down, remain the most vibrant and fastest growing in the World. Yet, as David Ketchum explains, the number of global brand names made in Asia is disproportionately low. This is now changing as the forces of globalization and bottom-up restructuring within the region are coming together. For anyone involved in running an Asian-based business these are both exciting and daunting times that call for a fresh look at the marketing challenge. David Ketchum draws on a wealth of personal experience to help us out. Big M little m Marketing is a remarkable fusion of marketing theory and practice, big picture and detail, explanation and seasoned advice that is helpful and fun to read - Geoffrey Barker, Chief Economist, HSBC Asia-Pacific
Global Marketing - Thryft
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Warren J. Keegan, Mark Green  | Prentice Hall College Div

Global Marketing

$4.60 from $2.00 Save up to 57%

Goodreads rating: 3.59

$4.60 from $2.00 Save up to 57%

Out of stock

This successful new text offers a concise introduction to the field that is presented in a lively student oriented style. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. *NEW More comprehensive, in-depth, current discussions and explorations *NEW Enhanced presentation of global trade (Ch 3) Features income data presented in tables as well as redesigned and updated maps *NEW Expanded and improved social/cultural coverage (Ch 4) Provides an expanded introduction to basic concepts *NEW The most recent research on product decisions (Ch 11) Covers Maslow's hierarchy of needs and expands discussions to include current research on Asian markets *NEW Impact of Information Technology (Ch 6) Expands coverage of the role IT is currently playing on global marketing activities *NEW Expanded section on global retailing (Ch 13) Broadens discussions and offers a new framework for geographic expansion by global retailers *NEW Enhanced Internet integration-Offers scores of relevant web addresses; a dedicated website that features links to companies
The Fluid Consumer : Next Generation Growth and Branding in the Digital Age - Thryft
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Teo Correia | Redline

The Fluid Consumer : Next Generation Growth and Branding in the Digital Age

from $6.82

Goodreads rating: 4.67

from $6.82

Out of stock

The Fluid Consumer provides a detailed analysis of the consumer and retail industry's profound shifts in the digital era. The book looks deeply into implications for business and branding models but serves also as a practical guide for companies to find innovative modes of operation in the face of digitally empowered consumers. Starting with an analysis on consumer behaviour in the age of hyper-digitisation, the book explores topics such as gathering consumer insights through advanced analytics, finding the optimal channel-mix in digital marketing, leveraging the "Living Services" concept, creating seamless consumer journeys and harnessing the power of start-ups.In doing so, The Fluid Consumer focuses on the rise of an increasingly 'fluid' consumer who combines rapidly dwindling brand loyalty with swiftly growing brand expectations. A comprehensive Closed Loop model explains the best paths for fast moving goods companies to engage with digitalised consumers in the future, providing clear strategies to remain competitive and successful in the new digital era.
Building Brandwidth : Closing the Sale Online - Thryft
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Scott Miller, Sergio Zyman  | Harpercollins S Inc

Building Brandwidth : Closing the Sale Online

$8.80 from $6.16 Save up to 30%

Goodreads rating: 2.8

$8.80 from $6.16 Save up to 30%

Out of stock

Now the world's most famous marketer, Sergio Zyman, has teamed up with Scott Miller to present a brilliant and irascible take on e-marketing as it really is and how it's supposed to be.just as Zyman's best-selling The End of Marketing as We Know It signaled the end of traditional marketing-marketing as corporate ornamentation, somehow existing apart from the serious business practice of selling more people more stuff more often-Building Brandwidth takes on the myth that this cool, hip new technology needs cool, hip new marketing to make the sale. Marketing is marketing-building a brand online takes discipline and sweat, just as it does offline.Too many Internet start-ups are betting on irreverent advertising and in-jokes to do magic-to create instant brand awareness, build traffic, develop commerce, create buzz, and enable the brand to rise to the top. But "irreverent" too often means "irrelevant." Meanwhile, sales stagnate-or nosedive. Ever since the Internet bubble burst, Web companies live by the law-of-the-jungle rules of all companies.In this illuminating book you'll learn why:• Building brandwidth isn't about being trendy. It's about closing the sale online and using some of the back-to-the principles of e-merchanting to do that.• Everything you knew about mass marketing is over. Today, customization rules, and that means customer-ization rules.• Customers don't care if your Web site has the coolest technology-they want to know how it can do something for them that they need or want and how it can do it differently than any other site.• Creativity isn't about being obscure. Creativity means doing the hard work of communicating what your business can do that the competition can't.• What applies to e-companies now applies to all companies. The new and old economies have fused into one hypercompetitive transformed economy.Building Brandwidth is the user's manual for anyone doing business on the Internet. This indispensable guide to making money and coming out on top will help you close the sale online in these fast-moving, make-or-break times when every e-commerce venture is desperately fighting to stay afloat.
Superconsumers : A Simple, Speedy, and Sustainable Path to Superior Growth - Thryft
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Eddie Yoon | Harvard Business Review Press

Superconsumers : A Simple, Speedy, and Sustainable Path to Superior Growth

from $13.70

Goodreads rating: 3.68

from $13.70

Out of stock

Not your average consumer. Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they’re obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they’re extremely knowledgeable about the things they love. They aren’t average consumers—they’re superconsumers.Although small in number, superconsumers can have an outsized impact on a company’s bottom line. Representing 10% of total consumers, they can drive between 30% to 70% of sales, and they’re usually willing to spend considerably more than the average consumer. And because they’re so engaged and passionate, they can offer invaluable advice to managers looking to improve their products, change their business models, energize their cultures, and attract new customers.In Superconsumers , growth strategy expert Eddie Yoon lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth: he’ll show you how to find, listen to, and engage with your most passionate and profitable consumers, and then tailor your decisions to meet their wants and needs. Along the way, he’ll let you into the minds and homes of superconsumers of all kinds, revealing what makes them tick and why they’re willing to spend so much more than other consumers.Rich with data and case studies of companies that have implemented superconsumer strategies with great success, Superconsumers is a fun, practical, and inspiring guide for anyone interested in making their best customers even better.
Asian Marketing Casebook - Thryft
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Wilfried Vanhonacker, Noel Capon, Wilfried R. Vanhonacker  | Pearson College Div

Asian Marketing Casebook

from $19.28

Goodreads rating: 0.0

from $19.28

Out of stock

This marketing text demonstrates the diversity of marketing problems faced by organizations operating in Asia. The cases focus on industrial and consumer marketing issues and are based in 16 countries. Includes 60 case studies which cover 16 Asian countries and the Middle East, including Bangladesh, China, Hong Kong, India, Indonesia, Japan, Kazakstan, Malaysia, and more. Covers a broad span of marketing issues, including industrial and consumer marketing, products, services, marketing strategy development, distribution, promotion, pricing, and intra-country and inter-country problems. Includes an extensive range and breadth of cases. For readers interested in International Marketing.
Marketing Corporate Image : The Company as Your Number One Product - Thryft
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Jack G. Wiechmann, James R. Gregory  | Ntc Pub Group

Marketing Corporate Image : The Company as Your Number One Product

from $10.15

Goodreads rating: 4.0

from $10.15

Out of stock

Recommendation: This book provides a comprehensive guide on how to create a strong corporate image through effective branding. The author outlines a step-by-step approach that can be easily understood and implemented, making it a valuable read for small business owners and marketers alike. One of the book's unique features is its focus on treating a company as a product that needs branding, which is an approach that can be applied to any business. Overall, this book offers practical advice and real-world examples that can help companies build a powerful brand and establish a positive image in the market.
Business Marketing Management : A Strategic View of Industrial and Organizational Markets - Thryft
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Michael D. Hutt, Thomas W. Speh  | South-western College Pub

Business Marketing Management : A Strategic View of Industrial and Organizational Markets

$15.69 from $6.75 Save up to 57%

Goodreads rating: 4.29

$15.69 from $6.75 Save up to 57%

Out of stock

Providing the most current and complete treatment of business-to-business marketing, this comprehensive market leader captures and integrates the latest developments in market analysis, relationship management, supply chain management, marketing strategy development, and electronic commerce. Popular in both the United States and Europe since its first edition, the text provides expanded treatment of relationship strategies, the technology adoption life cycle, strategy formulation in high-tech industries, new product and service development for business markets, and Internet strategies.
Retail Marketing Management : Principles and Practice - Thryft
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Peter J McGoldrick, Helen Goworek  | Pearson Education

Retail Marketing Management : Principles and Practice

$6.75 from $2.90 Save up to 57%

Goodreads rating: 4.0

$6.75 from $2.90 Save up to 57%

Out of stock

‘ Retail Marketing Management covers all the essential theories needed to understand the complicated business of from understanding the consumer and purchasing of the product through to store layout and communications. The writing style is easy to follow, and the text is supported by diagrams and case studies which enhance understanding and learning. I would recommend this book to anyone who wants to learn more about the retail business.’ Nicole Dunlop, Course Director, London College of Fashion, UK   Retail Marketing offers a contemporary approach that combines retail marketing theory, current retail management practice and international examples. It begins by looking at the nature of retailing as an activity and then introduces retail marketing, followed by a discussion of consumer behaviour, the retail marketing mix, and other important issues such as location strategies, branding and ethics. The authors and expert contributors take an integrated approach to explaining the process of internationalisation, and the inclusion of international examples reinforces this approach.     The book is ideal for undergraduate and postgraduate students taking courses in retailing, as well as those studying for marketing and business degrees where retail marketing is a core module.  The blend of retail theory, practice and live examples will also be of interest to practitioners in retailing and related industries.      Key features   About the authors Helen Goworek lectures in the School of Management at the University of Leicester, where she teaches postgraduate modules in marketing, including ‘B2B Marketing and Supply Chain Management’. She is the author of two previous books about the fashion business, in addition to journal articles focusing on fashion buying and sustainability.   Dr Peter McGoldrick has held four professorial posts in retailing, and is currently at the University of Manchester, UK.  He has published several books and over 150 research papers and articles, which have appeared in the Journal of Retailing and  Harvard Business Review, among others. Best Paper awards include those at the World Marketing Congress and the 2014 Academy of Marketing Science.
Business Marketing Management - A Strategic View Of Industrial And Organizational Markets - Thryft
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Thomas W. Speh, Michael D. Hutt  | South-western College Pub

Business Marketing Management - A Strategic View Of Industrial And Organizational Markets

$3.88 from $2.72 Save up to 30%

Goodreads rating: 3.28

$3.88 from $2.72 Save up to 30%

Out of stock

This book offers a strategic view on business marketing management, providing insights and tools to effectively navigate the complex landscape of industrial and organizational markets. With real-world examples and practical frameworks, readers can apply their learnings to make informed decisions and drive growth for their businesses. Highly recommended for marketing professionals and students alike.
Essentials of Entrepreneurship and Small Business Management , Global Edition - Thryft
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Norman M. Scarborough | Norman M Scarborough

Essentials of Entrepreneurship and Small Business Management , Global Edition

from $26.47

Goodreads rating: 3.89

from $26.47

Out of stock

This text provides the knowledge and tools readers need to launch a business so that it has the greatest chance for success. The Foundations of Entrepreneurship; Inside the Entrepreneurial Mind: From Ideas to Reality; Designing a Competitive Business Model and Building a Solid Strategic Plan; Conducting a Feasibility Analysis and Crafting a Winning Business Plan; Forms of Business Ownership; Franchising and the Entrepreneur; Buying an Existing Business; Building a Powerful Marketing Plan; E-Commerce and the Entrepreneur; Pricing Strategies; Creating a Successful Financial Plan; Managing Cash Flow; Sources of Financing: Debt and Equity; Choosing the Right Location and Layout; Global Aspects of Entrepreneurship; Building a New Venture Team and Planning for the Next For any person interested in owning, operating, and managing a small business. This text is also a useful reference for entrepreneurs and managers of small businesses.
Consumer Behaviour - Applications In Marketing - Thryft
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Malcolm Wright, Robert East, Jaywant Singh  | Sage Publications Ltd

Consumer Behaviour - Applications In Marketing

$3.88 from $2.72 Save up to 30%

Goodreads rating: 4.2

$3.88 from $2.72 Save up to 30%

Out of stock

This book provides a comprehensive understanding of consumer behavior, beyond just psychology, which is essential for any student studying marketing. Through empirical evidence, the authors provide insights into how an individual's behavior is influenced by the market environment, thereby making the book an excellent resource for anyone looking to understand and analyze consumer trends.
Brandjam : Humanizing Brands Through Emotional Design - Thryft
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Marc Gobé | Allworth

Brandjam : Humanizing Brands Through Emotional Design

$11.48 from $8.04 Save up to 30%

Goodreads rating: 3.62

$11.48 from $8.04 Save up to 30%

Out of stock

Brandjam, the follow-up to the groundbreaking best-seller Emotional Branding, presents a powerful new concept from renowned designer and business guru Mark Gobe. The Brandjam concept is about innovation, intuition, and risk. Gobe explains how design is the “instrument” companies can use for jazzing up a brand—how design puts the face on the brand and creates an irresistible message that connects buyers to the product in a visceral way. Using jazz as his metaphor, he shows how the instinctive nature of the creative process leads to unusual solutions that make people gravitate toward a brand and make brands resonate with people by bringing more joy into their lives. It explores how design represents the personality of a company and provides its window to the world. Brandjam is an inspiration for brands and people as it reveals the transforming impact brands have on their audience. • Follow-up to Emotional Branding—50,000 copies sold in nine languages • Insider's look at creating powerful, compelling brands and identities • Exciting new ideas for using design to drive consumers to embrace brands

Unlock the World of Economics

At Thryft, our Economics collection opens up pathways to understanding complex economic theories and real-world applications. Whether you’re interested in microeconomics, macroeconomics, or behavioural economics, our carefully curated selection is designed to enrich your knowledge. Discover works from Nobel laureates and renowned economists that are essential for students, professionals, and enthusiasts who crave a deeper understanding of the economy.