Using a wide range of visual examples and case studies, the authors show how brands benefit from holistic promotional planning that embraces integrated media channels and takes a focus on shifts in advertising due to social media and the new digital environment.
Informal yet academically rigorous in style, this fun textbook focuses on examples of international consumer behaviour in action, while striking a balance between sociological and psychological aspects of consumer behaviour.
Help your students get to grips with supply chain problems.
Supply Chain Management, 7th edition, illustrates how good supply chain management offers a competitive advantage and how poor management can damage performance. Students gain understanding of supply chains and grasp the practical managerial levers that improve supply chain performance.