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An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital …
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification …
Save money on these two essential Digital Marketing books by buying them together! Digital Marketing: Strategic Planning and Integration, Second Edition: An unbiased, balanced …
When a crisis breaks out, it’s not always just the organization that reacts - the news media, customers, employees, trade associations, politicians, activist groups, and PR experts …
Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets, moving from a ‘goods/product’ logic to a logic that treats the process of …
Written by a leading pricing researcher, this book provides a simple unified system for the setting and management of prices. The pricing procedures described are grounded in basic …
This popular, market-leading textbook for corporate communication continues to be the authoritative and definitive textbook for students and educators. The text has been updated …
Informal yet academically rigorous in style, this fun and attractively laid out textbook continues to provide a comprehensive introduction to Consumer Behaviour, drawing on an …
'This book provides an excellent reference guide to basic theoretical arguments, practical quantitative techniques and the methodologies that the majority of social science …
Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. From strategy …