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"This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies"--

Branding (Marketing). --- Globalization --- Internet advertising. --- Social aspects. --- Coca-Cola Company.

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Communicatie van technische informatie --- Communication de l'information technique --- Communication of technical information --- Informatiemaatschappij --- Information society --- Informationsgesellschaft --- Sociedade da informação --- Société de l'information --- Société de la connaissance --- Société du savoir --- Information society. --- Information technology --- Information science --- Communication of technical information. --- Copyright --- Société informatisée --- Technologie de l'information --- Sciences de l'information --- Information technique --- Droit d'auteur --- Social aspects. --- Moral and ethical aspects. --- Aspect social --- Aspect moral --- Société informatisée --- Social aspects --- Moral and ethical aspects --- United States --- Government policy

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This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated models of behaviour change, together with a number of case studies from international researchers that illustrate these models in practice. The models covered include cognitive, conative, affective, social-cultural and multi-theory models, consumer behavior decision models and social change models.--Provided by publisher

Social marketing. --- Consumer behavior. --- #SBIB:309H2812 --- Behavior, Consumer --- Buyer behavior --- Decision making, Consumer --- Human behavior --- Consumer profiling --- Market surveys --- Cause related marketing --- Marketing, Social --- Social cause marketing --- Marketing --- Marketing, consumentengedrag, consumentisme --- Social marketing --- Consumer behavior