This book shows students how customer value - creating it and capturing it - drives effective marketing strategies. The 14th edition reflects the major trends and shifting forces that impact marketing in this digital age ...

This report provides comparisons of the effectiveness of marketing tactics, surveys of marketers and end users, and analyses of trends in the B2B marketplace. Topics include analytics, B2B media advertising, B2B e-commerce, ...

This book covers what happens before, during, and after the point of purchase. It investigates how having (or not having) certain products affects our lives; specifically, how these items influence how we feel about ourselves ...

"The integration of online and offline marketing techniques is central to modern marketing practice. Companies can no longer compete if their digital and traditional marketing operate in silos, and organisations are therefore ...

With the rise of virtual reality, augmented reality, the internet of things and more, customers are more engaged, more involved, and easier to reach than ever; while being inundated with increasing amounts of marketing ...

This book gives the readers an introduction of marketing automation, the tools for the purpose of marketing automation and explains the various strategies for the purpose of such automation. Also discussed in the book is ...

This book provides a contemporary and modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context ...

With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step ...

This book gives readers a “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it. This text provides the fundamentals of the statistical procedures used to analyze ...

"Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. ...