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 …
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 …
Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. From strategy …
Written by a team of renowned experts in the field, Marketing: A Critical Textbook provides a unique introduction and overview of critical approaches to marketing. Ideally suited …
Framed within basic marketing principles, Marketing for Tourism, Hospitality & Events highlights the global shift in tourism demographics today, placing a particular emphasis on …
**Winner of the TAA 2017 Textbook Excellence Award** "Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This …
Your step-by-step guide to creating your own digital marketing plan. From assessing a company and creating strategy and objectives, to planning resources and presenting your work. …