This is the third edition of the highly successful Advertising Concept Book. As well as substantially expanded chapters on interactive advertising and integrated advertising, an entirely new chapter o..
Brennan and Canning cover both the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating the subject with a wide range of learning features and c..
Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation. Buttle and Maklan take a man..
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers ..
Integrated Marketing Communications 6th edition explores how to coordinate all of a brand's marketing communications elements to effectively engage a target market. It also emphasises digital and inte..
Global thinking, local relevance! International Marketing is a ground-up Australian text which has a unique and relevant perspective on the subject: looking through the lens of Australian and New Zeal..
Kerin/Hartley's Marketing 14th edition is the most robust Principles of Marketing solution available to meet the needs of a wide range of faculty. Marketing focuses on decision making through extended..
For graduate and upper-level undergraduate marketing research courses. For over 30 years, this text has provided students with the information they need to understand and apply multivariate data anal..
Written with a managerial focus, New Products Management 11e by Crawford and Di Benedetto is useful to the practicing new products manager. Along with the management approach, the perspective of marke..
True or false? In selling high-value products or services: "closing" increases your chance of success; it is essential to describe the benefits of your product or service to the customer; objection ha..
This edition of SPSS: Analysis without Anguish continues the trend of previous editions in providing a practical text intended as an introduction to IBM SPSS Statistics 20 and a guide for Windows user..