Books for Marketing Courses

The Future of Global Business

A Reader

Edited by Michael Czinkota, Ilkka Ronkainen

In the fast-paced world of global business, success is marked by the ability to stay on top of currents events, to recognize new trends, and to react quickly to change. This book offers contributions by global marketing authorities to help you understand this rapidly changing international...

Published April 10th 2011 by Routledge

Global Business

Positioning Ventures Ahead

By Michael R. Czinkota, Ilkka A. Ronkainen

Global Business: Positioning Ventures Ahead alerts every business to the new windows of opportunity open to those willing to explore global markets. Authors Czinkota and Ronkainen bring readers quickly up to speed on the essentials of international marketing, explaining all the strategic...

Published September 21st 2010 by Routledge

Essentials of Marketing Management

By Geoffrey Lancaster, Lester Massingham

The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array of examples and case studies from around the world, Lancaster and Massingham offer an alternative to the traditional American focused...

Published September 9th 2010 by Routledge

Marketing the Arts

A Fresh Approach

Edited by Daragh O'Reilly, Finola Kerrigan

In recent years, there have been significant shifts in arts marketing, both as a practice and an academic discipline. The relationship between art and the market is increasingly complex and dynamic, requiring a transformation in the way the arts are marketed. Marketing the Arts argues that...

Published April 20th 2010 by Routledge

Marketing Methods to Improve Company Strategy

Applied Tools and Frameworks to Improve a Company’s Competitiveness Using a Network Approach

By Marcos Fava Neves, Luciano Thome e Castro, Matheus Alberto Consoli

The authors of this book present several central business methods throughout all chapters. Every method introduced in Marketing Methods to Improve Company Strategy has a strong market driven philosophy. These methods are intended to adjust the firm to consumer needs, considering the presence of...

Published January 19th 2010 by Routledge

Marketing: The Basics

2nd Edition

By Karl Moore, Niketh Pareek

Series: The Basics

‘…a punchy, stripped-down version of what marketing is all about.’ – The Times Higher Education Supplement If you have a product you’re looking to market, or you’re seeking to learn more about the potential of online marketing, Marketing: The Basics tells you everything you need to know...

Published November 19th 2009 by Routledge

Boomer Marketing

Selling to a Recession Resistant Market

By Ian Chaston

Baby boomers (consumers in the 50+ age bracket) are the wealthiest, fastest growing consumer group in the world. Despite this, the vast majority of marketing spend is focused on much younger people. Recessions always dampen consumer spending, but in the 21st century’s first recession, the...

Published May 31st 2009 by Routledge

International Marketing

Strategy and Theory, 5th Edition

By Sak Onkvisit, John Shaw

Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way.The fifth edition of International...

Published August 10th 2008 by Routledge