Cambridge Marketing Handbook: Marketing Communications looks at the contemporary integrated communications mix, in the light of the changes in digital marketing

There are only two categories of purchases that people can make: products or services. Each, by its very nature, demands a different approach to marketing and s

Marketers have long held the view that the customer should be central to all they think about, all they do. Yet the developments of the last few years have show

Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles

Marketers should be aware that there is a large amount of regulation and legislation and that ignorance of the law is not an excuse. However, many marketers fee