This book is a manifesto for responsible marketing. Taking a critical look at marketing practices of the last 50 years, it explains why they have led to an ethical stalemate and sometimes even a business impasse. Exposed ...

This book argues that the apparent omnipotence of algorithms today is not what it seems, particularly, in marketing, where they actually offer less than they could. Considering the reasons behind this, it also notes that ...

This edition blends marketing fundamentals with discussions of the latest topics and trends reshaping marketing. You'll examine the power of market research, analytics, and the impact of artificial intelligence while ...

"Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies. Many ...

"Tasked with creating marketing strategy? This book is for you. Learn about the most useful tools and models, dodge common mistakes, and optimize your marketing strategy success, with this practical and adaptable framework ...

This textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range ...

You learn to develop long-term, customer-oriented marketing strategy and successful marketing plans with this edition's systematic, reader-friendly approach. The latest examples from organizations as familiar as Spotify, ...

This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new ...

"This book explores sport marketing analytics, an essential and crucially important aspect of contemporary sport business. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience ...

"This book outlines the sources, strengths, and weaknesses of a broad array of key marketing metrics. How to harness those data for insight is explained. Most importantly, how to act on this insight-how to apply it not ...