Marketing Management Products

  • Frameworks for Market Strategy

    By Noel Capon, Frank Go

    Frameworks for Market Strategy: European Edition helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors, and lies at the core of leading and managing a…

    Paperback – 2016-08-17 
    Routledge

  • The Promise of Social Marketing

    A Powerful Tool for Changing the World for Good

    By Chahid Fourali

    Social marketing is an exciting new field of study that promises much to help alleviate many dilemmas of the human condition. It may be associated with any social project undertaken where human interests (short and long term) override commercial ones. The Promise of Social Marketing examines the…

    Hardback – 2016-07-21 
    Routledge

  • The Routledge Companion to Contemporary Brand Management

    Edited by Francesca Dall'Olmo Riley, Jaywant Singh, Charles Blankson

    The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original…

    Hardback – 2016-07-11 
    Routledge
    Routledge Companions in Business, Management and Accounting

  • Marketing Research with IBM® SPSS Statistics

    A Practical Guide, 2nd Edition

    By Karine Charry, Kristof Coussement, Nathalie Demoulin, Nico Heuvinck

    Marketing researchers, companies and business schools need to be able to use statistical procedures correctly and accurately interpret the outputs, yet generally these people are scared off by the statistics behind the different analyses procedures, thus they often rely on external sources to come…

    Paperback – 2016-06-28 
    Routledge

  • Historical Research in Marketing Management

    Edited by Mark Tadajewski, D.G. Brian Jones

    This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management context. Despite the crucial role that historical research can play in expanding our understanding of marketing, studies of the history of marketing are…

    Hardback – 2016-05-31 
    Routledge
    Key Issues in Marketing Management

  • The Marketing Book

    7th Edition

    Edited by Michael J. Baker, Susan Hart

    The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right,…

    Paperback – 2016-04-29
    Routledge

  • Accountable Marketing

    Linking marketing actions to financial performance

    Edited by David W Stewart, Craig T. Gugel

    Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of…

    Paperback – 2016-02-19
    Routledge

  • Marketing Strategy for Creative and Cultural Industries

    By Bonita M. Kolb

    Successful marketing strategies are a vital aspect of any business. This textbook provides students and potential managers in the creative industries with a solid grounding in how to maximize the impact of their marketing efforts across a range of business types in the creative and cultural…

    Paperback – 2016-02-10
    Routledge
    Mastering Management in the Creative and Cultural Industries

  • The Marketing / Accounting Interface

    Edited by Robin Roslender, Richard M.S. Wilson

    When marketing managers and financial managers join forces within any business, the result can often be poor communication on financial criteria and goals. The risk of this situation occurring is inevitably present when those with different professional backgrounds and roles are working in…

    Paperback – 2016-01-21
    Routledge
    Key Issues in Marketing Management

  • The Connected Customer

    The Changing Nature of Consumer and Business Markets

    Edited by Stefan H.K. Wuyts, Marnik G. Dekimpe, Els Gijsbrechts, F.G.M.(Rik) Pieters

    In today’s connected consumer environment, customers are better informed and harder to please, but they also leave a more visible evidence trail in the form of improved databases and customer information. Consumers are increasingly interconnected through various sorts of social networks, a trend…

    Paperback – 2016-01-20
    Routledge

  • Brand Meaning

    Meaning, Myth and Mystique in Today’s Brands, 2nd Edition

    By Mark Batey

    This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect…

    Paperback – 2015-12-21
    Routledge

  • The Foundations of Marketing Practice

    A history of book marketing in Germany

    By Ronald A. Fullerton

    Between 1815 and 1890, the German book market experienced phenomenal growth, driven by German publishers’ dynamic entrepreneurial attitude towards developing and distributing books. Embracing aggressive marketing on a large scale, they developed a growing sense of what their markets wanted. This…

    Hardback – 2015-12-14
    Routledge
    Routledge Studies in the History of Marketing

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