Brand maturity is not inevitable.Waking the Giant challenges current thinking and practice when it comes to achieving growth with mature brands.This book convincingly demonstrates that the challenge of revitalising a mature brand is just as exciting -- and requires just as much ingenuity and innovation -- as launching a new brand.While major mature brands still dominate many categories, margins and growth opportunities are often le...

This book uses a declarative mapping methodology to examine a range of issues relating to environmental and social justice issues, including climate change, homelessness, refugees, food insecurity, and racial and gender inequality. The book explores how we can bring about change in order to have a meaningful impact on these problems, using a literature-based approach to identify and analyse this through the Declarative Mapping Method, showing how this methodology can be used in the context...

Wildlife and Recreationists defines and clarifies the issues surrounding the conflict between outdoor recreation and the health and well-being of wildlife and ecosystems. Contributors to the volume consider both direct and indirect effects of widlife-recreationist interactions, including:wildlife responses to disturbance, and the origins of these responseshow specific recreational activities affect diverse types of wildlifethe human dimensions of ...

Stella Goldschlag war blond, schön und schlagfertig. Sie war intelligent und vielseitig begabt und zu einer anderen Zeit, in einem anderen Land hätte sie wohl eine glänzende Karriere gemacht. Doch Stella war Jüdin und lebte in Deutschland. Ihre Eltern hatten es nicht geschafft, rechtzeitig auszureisen. Die Katastrophe trat ein, als Stella verhaftet und von der Gestapo gefoltert wurde. Um ihre Eltern vor der Deportation zu bewahren, erklärte sie sich bereit, versteckt lebende Juden an die G...

Learn how to use neuromarketing and understand the science behind itNeuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners...

Recessions -- there may not be anything we can do to stop them, but we have plenty of choices when it comes to our response.During a recession too much time can be spent trying to guess what impact it may have, while too little time is spent exploring the strategic options available.Survive, Exploit, Disrupt addresses the need for companies to shift their strategic thinking during an economic downturn. As trends change and consumer behaviour become...