`This revised edition of one of the classic texts in the area is timely and topical; key elements of marketing as they apply to financial services are clearly articulated and supported with practical
This is the first book that combines contemporary marketing theory with analysis of operational marketing practice within the fashion industry. It contains the views of key practitioners and much orig
This textbook is a much-needed guide to the essential principles of marketing from the ground up, applied to the video games industry through real life cases by experts in the industry. It is all aspi
This textbook is a much-needed guide to the essential principles of marketing from the ground up, applied to the video games industry through real life cases by experts in the industry. It is all aspi
A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only covers market resear
The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what goes into the planning and implementati
This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices to apply data in marketing strategy. It is the first text of
This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective.Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The authors cover timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book's experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening their learning by helpi
Written especially for owners and employees of small businesses, as well as students in this specialized area, this book, originally published in 1989, is a concise introduction to marketing in the sm
Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the development of new high tech items such as
Fully updated and revised to include the latest case studies and examples from a broad range of industry sectors, this second edition of Strategic Marketing: An Introduction is a concise, thorough and
When marketing managers and financial managers join forces within any business, the result can often be poor communication on financial criteria and goals. The risk of this situation occurring is inev
The study and teaching of marketing as a university subject is generally understood to have originated in America during the early 20th century emerging as an applied branch of economics. This book te
This book provides a review of the current theory and practice of experiential tourism and how it is marketed. Many societies today are characterised by widespread individual wealth of an order previo
This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support
Now in its fifth edition, the hugely successful eMarketing eXcellence is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-
This is a thoroughly revised and updated edition of Shelby Hunt's classic text on marketing theory. Like its predecessors, this new edition presents a theory of marketing that focuses on the disciplin
Part of the Greatest Hits series, this is an essential resource which utilizes a effective dual approach to mastering the best ideas of modern marketing: the first ten chapters give in-depth examinati
