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Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate,...

This unique interdisciplinary essay collection offers a fresh perspective on the active involvement of American women authors in the nineteenth-century transatlantic world. Internationally diverse contributors explore topics ranging from women's social and political mobility to their authorship and activism. While a number of essays focus on such well-known writers as Margaret Fuller, Catharine Maria Sedgwick, Harriet Beecher Stowe, George Eliot, Louisa May Alcott, and Charlotte Perkins Gilman, other, perhaps lesser-known authors are also included, such as E. D. E. N. Southworth, Elizabeth...