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The Language of Branding: Theory, Strategies, and Tactics will teach marketing students how to use language successfully to improve brand value and influence consumer behavior.

Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist engaged in market research, they show how understanding the power of language can impact the essence and sales of a brand. The book covers the fundamentals of brand language and applications for an array of marketing...

The Language of Branding: Theory, Strategies, and Tactics will teach marketing students how to use language successfully to improve brand value and influence consumer behavior.

Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist engaged in market research, they show how understanding the power of language can impact the essence and sales of a brand. The book covers the fundamentals of brand language and applications for an array of marketing...

Isabelle Marquette is a woman of mystery. After she loses a large percentage of her investments and her husband during the Great Recession, she must create a new life in order to support herself and her two children. Her journey leads her from New York to Las Vegas, where Isabelle becomes immersed in a chaotic world that leaves her struggling to keep her sanity.
As she reflects on her life through a series of diary entries that include flashbacks, Isabelle shares glimpses into her tortured childhood, personal struggles, and the dark world of gambling. She secures adventurous and...

Isabelle Marquette is a woman of mystery. After she loses a large percentage of her investments and her husband during the Great Recession, she must create a new life in order to support herself and her two children. Her journey leads her from New York to Las Vegas, where Isabelle becomes immersed in a chaotic world that leaves her struggling to keep her sanity.
As she reflects on her life through a series of diary entries that include flashbacks, Isabelle shares glimpses into her tortured childhood, personal struggles, and the dark world of gambling. She secures adventurous and...

Relative to a data table crossing a set of objects and a set of descriptive attributes, the search for orders which correspond respectively to these two sets is formalized mathematically and statistically.

State-of-the-art methods are created and compared with classical methods and a thorough understanding of the mutual relationships between these methods is clearly expressed. The authors distinguish two families of...

Demographics, as Peter Drucker famously pointed out, is one of the seven sources of entrepreneurial opportunity. Why are demographics so important? Consider the quality and quantity of the U.S. labor force. Birth rates largely determine the size of the future workforce, and the numbers of younger and older people affect public spending on education. What's more, patterns in marriage and child-bearing affect the labor force, and migration and immigration alter the mix of job skills, languages, and cultures in the U.S. workforce.

While business and government must react to...