Marketing Management

This revised and updated second edition of Marketing Briefs: a revision study guide gives every marketing student the most comprehensive collection of definitive overviews of every key concept in the subject. The text itself is organized into short structured chapters, the Briefs, each including: * ..

This revised and updated second edition of Marketing Briefs: a revision study guide gives every marketing student the most comprehensive collection of definitive overviews of every key concept in the subject. The text itself is organized into short structured chapters, the Briefs, each including: * ..

Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and p..

Building on the author's previous book, Financial Aspects of Marketing, Marketing Finance stresses the pivotal relationship between finance and strategy in the marketing process, and clearly demonstrates the techniques and calculations that are necessary to formulate a comprehensive plan. Professor ..

Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added. Combining analysis of principles, concepts ..

Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added. Combining analysis of principles, concepts ..

In e-business organizational structures, many executives and entrepreneurs suddenly discover they need to know more about marketing than they ever expected. Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century presents comprehensive information about..

This interface is being recognized by business organizations as a key priority for management, and both practitioners and academics alike have placed a greater emphasis on the need to view the supply chain as a whole as the vehicle by which competitive advantage is achieved. As well as drawing upon ..

The effect of culture on marketing management is often vastly under-appreciated. This edited textbook seeks to redress this issue, emphasizing the importance of cultural impact upon varying marketing phenomena. By moving beyond the over-simplistic marketing models often presented, this volume will s..

The effect of culture on marketing management is often vastly under-appreciated. This edited textbook seeks to redress this issue, emphasizing the importance of cultural impact upon varying marketing phenomena. By moving beyond the over-simplistic marketing models often presented, this volume will s..

This book gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings together fifteen African cases written by scholars and executives with rich knowledge of business practices in Africa and is essential reading for both u..

This book gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings together fifteen African cases written by scholars and executives with rich knowledge of business practices in Africa and is essential reading for both u..