"Whether a company has been in business for one year or for one hundred years, redesigns are an inevitable and expensive part of doing business that can have vast ramifications. So while redesigns are relatively commonplace, they must not be taken lightly. This book deconstructs…
Explains how to launch big concepts that become very popular across large audiences, emphasizing the power of Internet marketing.
Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into co…
Modern business practice, especially in the field of marketing, depends on the integration of creative and analytical thinking. One of the tools in this process is the use of management models to guide business decisions. However the inherent power of the models is only released…
Marketing management
by Kotler, Philip, Keller, Kevin Lane, Hansen, Torben, Goodman, Malcolm, Brady, Mairead
Services Marketing: Managing the Service Value Chain 1st edition argues that all service management efforts are aimed to enhance value in order to improve the bottom line. Written from a European perspective, the book demonstrates that through strategic orientation and innovatio…
Providing an overview of key concepts in the field of marketing, this text considers the subject in the context of the service industry, exploring the theories, structures and practices which can be used to ensure the best possible returns.
Contributed articles presented at a workshop held in 1994.
Marketing Channels shows students how to design, develop, maintain and manage effective relationships among worldwide marketing channels to achieve sustainable competitive advantage by using strategic and managerial frames of reference.