Tante Emma speicherte noch alles Wichtige über ihre Kunden im Hinterkopf. Heute sammeln Hersteller und Händler in Massenmärkten massenhaft digitale Daten. Kreditkartenfirmen wissen sogar, wer sich in den nächsten fünf Jahren scheiden lässt. Unmöglich? Von wegen: In der neuen Wel…
Offers a companion to the CIM professional marketing qualifications. This title includes chapters that contain case studies, study tips and activities to test your learning and understanding as you go along. It also contains a range of learning objectives, cases, questions, acti…
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 and …
"B2B Digital Marketing Strategy is a decisive guide to the most recent developments in the field. It gives readers an overview of the latest frameworks and models, and shows how these can be used to overcome the everyday challenges associated with account targeting, data utiliza…
Strategic marketing in tourism services
Focuses on marketing strategies implemented in tourism services firms and includes a collection of papers related to specific marketing strategies. This title presents the application of specific marketing strategies such as experiential marketing, branding, target marketing, re…
