Consumer Behavior

From Timex to Rolex and from Levi's to Liz Clairborne, brand names conjure up definite images in the minds of most Americans. While brand loyalty may be going the way of the Edsel, the importance of product brands can't be easily dismissed. The 3-vol. Encyclopedia of Consumer Brands is the first reference of its kind to compile the origin, evolution and current market status of some of the world's most recognizable consumer brands.

Encyclopedia Of Major Marketing Strategies (formerly Encyclopedia of Major Marketing Campaigns) explores 100 major marketing strategies for some of the top global and emerging brands and social movements from 2015-2018. Entries profile major product/service, mobile app, social media, brand development, packaging, and other media strategies. Each essay provides a situation analysis, information on the target market, marketing strategy & tactics, and the outcome. Essays are aligned to the strategic marketing framework ensuring that the marketing strategies can easily be utilized in an academic environment as case studies, or illustrative examples often times described as "war stories" by professors.?

"This completely new third volume of Encyclopedia Of Major Marketing Strategies (formerly Encyclopedia Of Major Marketing Campaigns) explores 100 major marketing strategies for some of the top global and emerging brands from 2011-2012. Entries will profile major product/service, mobile app, social media, brand development, packaging, and television strategies amongst other types. Each essay provides a situation analysis, information on the target market, marketing strategy & tactics, and the outcome. Essays are aligned to the strategic marketing framework ensuring that the marketing strategies can easily be utilized in an academic environment as case studies, or illustrative examples often times described as ""war stories"" by professors. "