This text brings together the key quantitative concepts and techniques which are central for the contemporary management of the marketing function. It also examines techniques drawn from other management disciplines, such as financial management, and shows how these techniques can be applied to marketing management. The analytical approach used reinforces the concepts introduced. Detailed discussions of the interpretation of results are provided and computations of the various interpretative statistics and calculations are illustrated in order to offer a better understanding of the...
This text brings together the key quantitative concepts and techniques which are central for the contemporary management of the marketing function. It...
Within the academic realm, doctoral research plays a vital role in the advancement of knowledge. In areas ranging from strategy and international business to marketing, finance and operations management, the contributions in this volume represent the very best in doctoral research in the field of management worldwide. This first book in the
Within the academic realm, doctoral research plays a vital role in the advancement of knowledge. In areas ranging from strategy and international busi...
Counterfeiting, which has emerged as a recent global phenomenon, has arisen due to economic liberalisation, the changing nature of society and new competitive structures. Branding has become an increasingly important area of research in marketing as well as a crucial decision-making area in strategic marketing management. Counterfeit-related activities challenge the existing theoretical and methodological framework in many ways, particularly consumer behavior and branding. This book brings together the three areas counterfeiting, branding and consumer behaviour within a very robust...
Counterfeiting, which has emerged as a recent global phenomenon, has arisen due to economic liberalisation, the changing nature of society and new com...
Marketing has changed substantially in the last few years. With more and more research conducted in marketing and consumer behaviour fields, and technological advances and applications occurring on a regular basis, the future of marketing opens up a world of exciting opportunities.
Going beyond a state-of-the-art view of the discipline, this innovative volume focuses on the advances being made in many different areas such as; critical thinking, new paradigms, novel conceptualisations, as well as key technological innovations with a direct impact on the theory and practice of marketing....
Marketing has changed substantially in the last few years. With more and more research conducted in marketing and consumer behaviour fields, and techn...
Worldwide Casebook in Marketing Management comprises a large collection of case studies in marketing and business management. It covers a huge array of decision-making areas and many different industries ranging from computers, petrol retailing and electronic gaming to drinks, fashion, airlines and mobile communication. The worldwide cases are all related to many well-known brands and corporations like British Airways, Red Bull, Nintendo, Google, Microsoft, Cacharel, etc.
Worldwide Casebook in Marketing Management comprises a large collection of case studies in marketing and business management. It covers a huge array o...
Managers face ongoing challenges brought about by catalysts such as deregulation and disruption which traditional strategic management tools are ill-suited to overcome. This textbook starts from the realities of top management strategic decision-making and provides an understanding of the strategic tools and techniques that can help in reaching desired outcomes.
Moving beyond the short-sighted goal of profit-maximization, the book considers true competitive advantage from both market- and state-based economic systems. Important contemporary issues are used to frame the text...
Managers face ongoing challenges brought about by catalysts such as deregulation and disruption which traditional strategic management tools are il...
Managers face ongoing challenges brought about by catalysts such as deregulation and disruption which traditional strategic management tools are ill-suited to overcome. This textbook starts from the realities of top management strategic decision-making and provides an understanding of the strategic tools and techniques that can help in reaching desired outcomes.
Moving beyond the short-sighted goal of profit-maximization, the book considers true competitive advantage from both market- and state-based economic systems. Important contemporary issues are used to frame the text...
Managers face ongoing challenges brought about by catalysts such as deregulation and disruption which traditional strategic management tools are il...
"This book presents a dynamic overview of the best practices for marketing products that target children as consumers and analyzes the most effective promotional strategies being utilized, highlighting both the advantages and challenges of targeting young consumers"--
"This book presents a dynamic overview of the best practices for marketing products that target children as consumers and analyzes the most effective ...
A seminal collection of research methodology themes, this two-volume work provides a set of key scholarly developments related to robustness, allowing scholars to advance their knowledge of research methods used outside of their own immediate fields.
A seminal collection of research methodology themes, this two-volume work provides a set of key scholarly developments related to robustness, allowing...
