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*NOW FULLY UPDATED AND EXPANDED WITH SIX NEW CHAPTERS* Over the past forty years, Consumer Culture Theory (CCT) has emerged as a distinctive field of study that synthesizes diverse …
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 …
The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and …
Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With …
Marketing Research: A Managerial Approach is a new textbook that explains the market research process in a way that is easy to understand. The author discusses the main elements …
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 …
Influencers and content creators have profoundly impacted business and culture. This textbook combines cutting-edge conceptual and critical thinking on the subject with practical …
This cutting-edge and engaging student textbook, now in a second edition, provides essential coverage of marketing principles for Tourism, Hospitality and Events, with a strong …
Customer Relationship Management: A Global Approach provides a uniquely global, holistic, strategic and tactical grounding in managing customer and other stakeholder experiences …
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 …