online - Full colour interior - Brand new international case illustrations from many industry settings

-- Tea Drinkers Heaven -- From Moonshine to Big Time -- Growing Their Brand -- Communications Role

Integrated Marketing Communications -- 2 Enhancing Brand Equity and Accountability -- 3 Brand Adoption, Brand

: project-managing your brand -- Chapter questions -- Creating an effective resumé -- Your employment

action -- Sunny or cloudy -- Animal stories and poems -- Animals that can harm -- A brand new town

cultures within brand environments -- Social concerns -- Ethics and the need to understand culture

case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how

Brand name products -- Case studies.

and web 2.0? -- Can you control your brand, or just share it? -- Using social media to reach the right

Marketing communication builds brands -- Brands and brand relationships -- Touch points: brand