Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have lit…
The book brings together research that investigates how people experience products: durable, non-durable, or virtual. In contrast to other books, the present book takes a very broad, possibly all-inclusive perspective, on how people experience products. It thereby bridges gaps b…
This is a fully rewritten and extended version of the successful textbook “Innovation of food production systems”. It focuses on consumer-driven food product innovation using a systems-oriented approach. It integrates marketing and consumer sciences with technological aspects …
The 13th edition continues to reflect the latest changes in marketing theory and practice.
One of the true classics in Marketing is now thoroughly revised and updated. "Marketing Theory" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based '…
The text takes a practical and managerial approach to marketing. It is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation’s objectives and resources against needs and opportunities in …
This sixth volume in the series reviews 682 consumer related measurement scales that were reported in top marketing journal articles published from 2006 to 2009. Each review provides the scale items as well as information regarding the scale's origin, previous users, and measure…
Beelden in reclame brengen op impliciete wijze betekenissen over die niet door woorden overgebracht kunnen worden. De visuele aspecten van reclame en hun overtuigingskracht nemen een bijzondere plaats in; zij kunnen door hun impliciete natuur claims maken die we niet zouden acce…
Robert Hartley uses case studies of major companies such as IBM, Sears and Harley Davidson, to explain how to analyse the marketing strategies and outcomes of a variety of corporations.
'Multichannel Marketing' goes beyond top-level, strategic discussion of customer-centric marketing to offer today's in-the-trenches marketing professionals the information they need: practical, tested methods & metrics for multichannel marketing programs.
This book considers both the theoretical and practical aspects of food safety and quality systems implementation by major world markets and new and emerging markets in developing countries. The book examines issues facing exporters and importers of traditional foods the characte…
Abstract: The present technical and practical knowledge of coffee and its industry is described to assist in training new personnel, and to serve as a technical resource for researchers and professional and industrial staff. The industry is described and the various process step…
Most marketing managers and CEOs want to know what return they can expect on marketing expenditure. In this second edition, Tim Ambler explains how to determine which portfolio of marketing activities will reap the best outcome and sales.
Most discussions of the competitive success of nations look at aggregate, economy-wide measures like the balance of trade. Porter chose a different starting point, beginning with individual industries and competitors and building up to the economy as a whole. Nations do not co…
Marketing Communications has been listed as a "classic" by the Marketing Society. Paul Smith's and Ze Zook's understanding of marketing communications is widely acclaimed and has proved popular with students and practitioners alike. Marketing Communications explores: -social med…
The American edition of Marketing Management is the world's leading marketing text because its content and organization consistently reflect changes in marketing theory and practice . This new European Edition of Marketing Management has been inspired by the American edition an…
