Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing programmes are discussed, enabling students to understand the impact of decisions on marketing efforts worldwide.
Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment.
Creativity isn't an occupation, its a preoccupation. It is at the very core of what makes us human. Its also a fundamental challenge that everyone faces in the modern world, be they in business, in education or a struggling artist or musician. This book takes 50 provocations and themes that lie at the heart of creative thinking.
How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.
Allow your brand to thrive globally with this clear and straightforward guide to achieving success in international markets. Helps readers adapt domestic strategy, avoid common pitfalls, and seize market opportunities.
Suitable for those who need to understand the basic principles and techniques of effective market or social research, this title provides various descriptions, practical examples, and activities ensuring that the reader gains an understanding of the research process, and how research information can be used effectively in business decision-making.
What happens when there is almost unlimited choice? When everything becomes available to everyone? This book shows that the future of business does not lie in hits - the high-volume end of a traditional demand curve - but in what used to be regarded as misses - the endlessly long tail of that same curve.
Aimed at any company seeking to develop or maintain an effective customer care programme, this text provides a framework for building customer responsiveness into the day-to-day routines of business, while drawing on the experiences, both positive and negative, of a wide range of companies.
With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing provides the skills vital for successful engagement with marketing across all areas of society.
Addressing various steps of the marketing process, this title explains how to cultivate basic brand awareness and develop an integrated approach using many different marketing tools. It provides: coverage of the 4 'P's of Marketing - product, price, place, and promotion; and case studies illustrating how marketers operate in the real world.
Consolidate your knowledge of marketing management with this bestselling text. Marketing Management, 4th edition, is considered by many as the authoritative text on the subject. The textbook covers a wide range of concepts and issues, accurately reflecting the fast-moving pace of modern marketing. A key aid for undergraduates and postgraduates.
"Marian Burk Wood's in-depth knowledge of marketing planning is brought to life in this new book which offers a no-nonsense practical approach to the topic.