This book proposes that, within the automotive industry, revised marketing principles and innovative marketing strategies are needed to address more effectively the unprecedented challenges posed by t
Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 18th edition of International Marketing with their well-rounded perspective of international markets that encompa
Addresses the principles of marketing as applied to the heritage sector. This book looks at the marketing issues that arise from the particular management, educational and cultural aspects of heritage
One key for success of an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on the essential elements of succes
A marketing first approach to exploring the inter-relatedness of the key components that impact any international marketing venture – markets, the 4Ps, culture, language, political, legal and ec
Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changin
Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target marke
In a world of limitless media noise, how can businesses break through to customers? Context.We are in the midst of a massive media revolution. For the first time in history, ordinary people around the
Brennan and Canning cover both the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating the subject with a wide range of learning features and c
Where are we now? Where do we want to be? How do we get there? Which way is best? And how can we ensure arrival? Strategic Marketing Management earned its place as a classic textbook by building marke
Library Marketing Basics is an accessible, step-by-step, easy to understand, and “hands on” resource for any librarian who is interested in learning basic marketing tips to raise the profi
Argues that marketing planning fails for most companies because it either does not fit their organizational culture, their market conditions or both. This book explains how companies can construct the
Effectively select, align and manage digital channels and operations using this second edition of the bestselling guide, Digital Marketing Strategy. This accessible, step-by-step framework enables the
