An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs

Exploring the core principles that drive advertising, this book goes beyond academic theory. The authors present advertising as it is actually practiced and mak

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. As t

Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing

This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often ove