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This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today. …
Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing. New to …
Advertising is everywhere. Whether you realise it or not, it's there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on …