"Mike Grigsby provides business analysts and marketers with the marketing science understanding and techniques they need to solve real-world marketing challenges, such as pulling a targeted list, segmenting data, testing campaign effectiveness, and forecasting demand. Assuming n…
Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessi…
Presenting cutting-edge theory, research and case studies investigating the web 2.0 applications and tools that transform the role and behaviour of the new generation of travelers, this book also examine the ways in which firms reengineer and implement their business models and …
Presenting cutting-edge theory, research and case studies investigating the web 2.0 applications and tools that transform the role and behaviour of the new generation of travelers, this book also examine the ways in which firms reengineer and implement their business models and …
Learn the fundamentals of market research with this essential resource for students, new researchers and marketers.
