Complete coverage of all contemporary issues modules for marketing and consumer behavior students.
Covers various buzzwords within marketing and consumer behavior: building brand cultures; gender; ethics; sustainable marketing; and, the green and the global consumer. This book locates the development of both marketing ideas and applications within the wider global, social and…
This title seeks to provide a suitably consistant appraisal of the ever-expanding world of marketing communications. The two main themes running through the text concern relationship marketing and integrated communications.
This title seeks to provide a suitably consistant appraisal of the ever-expanding world of marketing communications. The two main themes running through the text concern relationship marketing and integrated communications.
Presenting one's portfolio is where every designer begins his or her career. Therefore, crafting a portfolio, whether online or for presentation in person, is an essential skill for survival. Because a portfolio can make or break a career, it is vital that designers go out armed…
Presenting one's portfolio is where every designer begins his or her career. Therefore, crafting a portfolio, whether online or for presentation in person, is an essential skill for survival. Because a portfolio can make or break a career, it is vital that designers go out armed…
Thoroughly revised and updated, MARKETING STRATEGY, 6e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and photographs, the sixth edition delivers a practical, straightforward app…
"The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of i…
The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant. The book helps to push the 'made-in' research agenda forward at the same time as it provides practitioners with new ideas that they can apply to their bran…
This book provides an introduction to the behaviour of consumers in Europe and around the world. The book links in consumer behaviour theory with the real life problems faced by practitioners.
The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.