Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding

Intended to target an international audience by including scholarly international research contributing to the field of marketing and by providing examples and

This edition presents marketing management concepts in a traditional format and includes many real-world examples, emphasizing topics such as international mark

The series, Contemporary Perspectives on Data Mining, is composed of blind refereed scholarly research methods and applications of data mining. This series will

Why are critics upset about advertising? And why are its practitioners so defensive? Revised and extensively updated, this edition of the classic Advertising in