Marketing Research: Tools & Techniques offers a lively and accessible introduction to the world of marketing research. The author explores three core aspects of research preparation: data collection; analysis and communication of findings; and how skills and techniques are used by researchers to offer services for specific contexts.
Marketing Strategy and Competitive Positioning, 8th edition offers a deep understanding of the process for developing and implementing a rigorous marketing strategy. With updated content to reflect current market expectations, this book focuses on the marketing processes to achieve competitive advantage in a business environment.
One of the most successful public relations campaigns in history, featuring heroic astronauts, press-savvy rocket scientists, enthusiastic reporters, deep-pocketed defense contractors, and Tang.
Introducing the histories, theories and debates of the field of marketing, this is your one-stop introduction to the development of this exciting topic.
Ranging from the essentials of e-commerce to more traditional marketing approaches, this book tells you everything that you need to know about the aims and techniques of marketing in the 21st century.
A new edition of a lively and critically-enriched guide to writing for the media in a range of different professional contexts. Combining theory with practical techniques, this original text caters for students seeking to hone their skills in areas as diverse as journalism, PR, copywriting and screenwriting.
Retailers have huge volumes of information at their disposal. But they're unsure of how to sort through it and use it to make smart decisions. They're struggling with profit-sapping supply chain problems. This book explains how to use analytics to better manage your inventory for faster turns, fewer discounted offerings, and fatter profit margins.
Understand the importance of bringing the power of digital and the omnichannel experience to everyday shopping, and learn how to deliver an instant, profitable, bricks and mortar retail solution.
Featuring insights and inspiration from top marketers as well as lessons from some of the world's most successful digital marketing initiatives, this book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. It presents an inside look at digital strategies being deployed by brands like Coca-Cola.
With engaging real-life examples from brands such as Netflix and Paypal, this friendly textbook will lead students to exam success whilst encouraging them to think critically about key topics such as digital technologies, globalization and being green.
This market-leading, forward thinking textbook comprehensively addresses the impact of new technologies on the principles and practices of Direct Marketing.
Principles of Retailing is a comprehensive, academic text on Retail Management, which takes a UK and European perspective. It is ideal for both undergraduates and postgraduates studying retailing as part of a Retailing, Marketing or Business degree.
Gives an introduction to this key marketing topic. Structured to cover the essential content for a services marketing course, this work includes a chapter on the growth and development of service brands, coverage of service productivity and the internet, as well as innovation and new service development.
A comprehensive introduction for students taking a module in services marketing. It reflects the technological developments and their impact for services marketing. It includes increased coverage of the customer experience. It highlights Web 2.0 for peer-to-peer interaction. It focus on how the credit crunch impacts services marketing.