This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm’s strategic posi
This book is an account of the management and environmental aspects of marketing a major airline, at a time of rapid growth in the aviation industry. It brings out the problems involved in marketing a
Wynne Connelly is marketing manager for a major travel organization and her job requires that she attend meetings twice monthly at the company's Orlando headquarters.Paula McKenzie is second-in-comman
This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars
This guide to medical practice marketing is written in a conversational style, and presents detailed strategies for retaining current patients and attracting new ones, motivating staff, communicating
In this instant-communication world, buzz means business! And one of the greatest ways to get customers and potential customers buzzing about your business is with a Web log, commonly called a blog. B
THE most widely used Hospitality marketing book—this four-color leader is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Building on the authors’ expertise, i
Stay up with the latest marketing developments with this essential book! Built around the authors' seminal 4Ps (Product, Price, Place, Promotion) framework, Essentials of Marketing, Tenth Edition, is
This is a book that grew out of frustration. The frustration was rooted in our failed attempts to help people modify health-related behavior. From a behavioral medicine perspective, it was readily app
The purpose of any marketing strategy is to influence an environment, and the decisions of those within it, to a profitable end. With this in mind, this exciting new text considers marketing as a soci
It is increasingly apparent that most firms succeed because they are willing to break the rules and act entrepreneurially. The purpose of this text is to examine how this simple trading principle can
This is a multidisciplinary textbook on social commerce by leading authors of e-commerce and e-marketing textbooks, with contributions by several industry experts. It is effectively the first true tex
This book investigates how strategic marketing is influencing organizations’ innovation performance. It presents a structured study conducted on micro, small and medium enterprises (MSMEs) to identify
This book is a complete introduction to the power of R for marketing research practitioners. The text describes statistical models from a conceptual point of view with a minimal amount of mathematics,
This book is targeted for those who need to learn the marketing research process and basic data analysis techniques. This is the first book on the market that offers a software add-in (XL Data Analyst
The Marketing Handbook for Financial Advisors is the first book of its kind. Written by an industry leader in financial services marketing, this actionable handbook cuts through the fluff to help fina
The globalisation of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the ch
