Most business managers really don't understand 'branding'. They usually think this discipline starts with a new, catchy name and then they become fixated with all the media and digital options that ex
Marketing decisions often misfire when driven more by beliefs than knowledge. Make Better Marketing Decisions: Lessons from the Philosophy of Science, guides readers on how to think more clearly and c
This book is about customer orientation as a marketing strategy. It covers the vast literature on the subject and tries to combine the major studies in this specific field of marketing and strategy to
