THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand"-a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn: * the new definition of brand * the five essential disciplines of brand-building * how branding is changing the dynamics of competition *...

Location-based Services (LBSs) are mobile services for providing information that has been created, compiled, selected or filtered under consideration of the users' current locations or those of other persons or mobile devices. Typical examples are restaurant finders, buddy trackers, navigation services or applications in the areas of mobile marketing and mobile gaming. The attractiveness of LBSs is due to the fact that users are not required to enter location information manually but are aut...

Health operations management is defined as 'the analysis, design, planning, and control of all of the steps necessary to provide a service for a client'. In other words, it is concerned with identifying the needs of clients, usually patients, and designing and delivering services to meet their needs in the most effective and efficient manner. Addressing this key healthcare industry challenge, this informative textbook crosses geographical boundaries to outline the logical steps of health oper...