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Now showing items 11-20 of 29
Principles of marketing
(Pearson, 2018)
In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. This book helps students master today’s key marketing challenge: ...
Market segmentation analysis : understanding it, doing it, and making it useful
(FWF; Springer, 2018)
This open access book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market ...
Social media marketing : emerging concepts and applications
(Palgrave Macmillan, 2018)
This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, ...
Brand management : co-creating meaningful brands
(SAGE Publications, 2018)
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity.
Facebook marketing for dummies
(John Wiley & Sons, Inc., 2018)
If you’re a marketer looking to effectively add Facebook to your overall marketing mix, consider this book the mecca of Facebook marketing. Inside, you'll discover the psychology of the Facebook user, establish a social ...
Advertising in contemporary consumer culture
(Palgrave Macmillan, 2018)
This is the first scholarly book dedicated to reading the work of contemporary filmmakers and their impact on modern marketing and advertising. Drawing from consumer culture theory, film and media studies, the author ...
Essentials of services marketing
(Pearson, 2018)
Essentials of Services Marketing, 3e, is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It ...
Advances in global marketing : a research anthology
(Springer, 2018)
This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing ...
Customer engagement marketing
(Palgrave Macmillan, 2018)
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and ...
Marketing management : an Asian perspective
(Pearson, 2018)
This book is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.