Search
Now showing items 1-5 of 5
B2B marketing : a guidebook for the classroom to the boardroom
(Springer, 2021)
This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers ...
Marketing analytics : essential tools for data-driven decisions
(Darden Business Publishing, University of Virginia Press, 2021)
"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business ...
Internal marketing : theories, perspectives and stakeholders
(Routledge, 2021)
"This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists, and areas in which new ...
Marketing management : past, present and future
(Springer, 2021)
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 ...
The manager's guide to competitive marketing strategies
(CRC Press, 2021)
The second edition of this popular book will update you on the latest techniques for developing competitive strategies. It examines how to apply strategies and tactics in a confusing global mixture of hostile competitors, ...