In alignment with its subject matter, The Handbook of Contemporary Marketing prioritises practicality over theory-based content - providing a comprehensive and contextualised insight into how marketing is developing in the 21st century.
The 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field.
Parents have children and manufacturers too have children i.e. products. Thus branding is a marketing process by which a product is named i.e. branded. 5.1.2 Reasons for Branding • It is useful for sales promotion in the market where ...
Its managerial orientation and practical "How-To-Do-It" strategy planning approach continues wit this newest 15th edition of Essentials of Marketing: A Marketing Strategy Planning Approach.
The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs.
Multicultural consumers spent about US$3.9 trillion in the United States in 2017 and, importantly, ethnic groups behave differently (Humphreys, 2017). Cui (1997) proposes that in any country in which there are ethnic marketing opporHave ...
Essentials of Marketing: A Global Managerial Approach
Focused on the core aspects of the subject, this is a perfect complement to the larger texts available, suitable for any undergraduate or postgraduate Marketing Research module.
There are several big changes to this edition of Essentials of Marketing and hundreds of smaller ones.
As a result, a newer, trimmer version of the marketing research report is being used by many companies. This executive-ready report is based on four principles: conciseness, adaptability, readability, and balance.2 Smartphones and email ...