This edited collection is a uniquely positioned contribution of interrelated research papers about global business value transformations in both offline and online (digital) worlds. With chapters spanning multiple business ...

A complete, up-to-date hands-on tutorial and strategy guide to transforming digital marketing data into actionable, profitable knowledge

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 ...

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.

This book is a practical introduction to marketing. It aims to help students acquire an overall strategic vision of the field. In this first English edition, based on the French fifth edition, the content has been updated ...