The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly globa

This volume assembles all Sidney J. Levy's and his collaborators significant essays and studies in the field of marketing. His work includes marketing's role in

Reputation can be a pivotal factor to potential success throughout one’s academic career. By utilizing available technological assets and tools, professionals

This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really wor

With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertisi