Marketing

A continuation of Encyclopedia of Major Marketing Campaigns, this new volume expands its international coverage through its 100 essays covering some of the top global and emerging brands that appeared from 2010 to 2013.

"The fourth edition of the Encyclopedia of Major Marketing Strategies (EMMS) builds on the foundation of the first three volumes, covering 100 marketing campaigns by some of the top global brands and high-profile social movements of the last few years. Essays are aligned to the strategic marketing framework, ensuring that the marketing strategies can easily be utilized in an academic setting as case studies, or illustrative examples often described as “war stories” by professors."