Marketing Management Products

  • Pharmaceutical Launch Excellence

    Bringing a New Drug to Market Successfully

    By Colin Wight

    Planning and implementing a new drug launch strategy is a complex process that requires everyone involved to have a clear sense of what success looks like and to plan how to deliver that success. Colin Wight's Pharmaceutical Launch Excellence is a 'must have' guide to the process that explains…

    Hardback – 2018-10-31 
    Routledge

  • Customer Experience Management

    Service Design and Delivery

    By James Seligman

    In a world packed with competing demands on a consumer’s attention, it is more important than ever for businesses to deliver the best possible customer experience. A customer with a wealth of communication channels at their fingertips is less forgiving and more demanding, and any organisation that…

    Paperback – 2018-09-20 
    Routledge

  • The Routledge Companion to Co-opetition Strategies

    Edited by Anne-Sophie Fernandez, Paul Chiambaretto, Frédéric Le Roy, Wojciech Czakon

    The useful portmanteau ‘Co-opetition’ describes the strategic alliances that competitors forge with each other. Co-opetition strategy research began in the early 1990s and has been steadily increasing; yet a global overview of the field has been lacking. This reference volume is the first to…

    Hardback – 2018-08-31 
    Routledge
    Routledge Companions in Business, Management and Accounting

  • Digital Transformation and Marketing Management

    By James Seligman

    Digital Transformation and Marketing Management provides a comprehensive overview of the current theory and practice of marketing from a technology perspective, and its use and application in the context of organizations today. The book explores and delivers new thinking on marketing management…

    Paperback – 2018-08-14 
    Routledge
    Business and Digital Transformation

  • Winning With Data

    CRM and Analytics for the Business of Sports

    By Fiona Green

    For many years, sports rights owners have had an ‘if you build it, they will come’ attitude, suggesting they take their fans for granted. Combined with advances in broadcasting quality, digital marketing, and social media, this has resulted in diminishing attendances and participation levels. The…

    Hardback – 2018-08-13 
    Routledge

  • Contemporary Sport Marketing

    Global perspectives

    Edited by James J. Zhang, Brenda G. Pitts

    The international nature of the sport industry requires a global approach to sport marketing practices. Organisations need to develop a good understanding of the laws, regulations, values and norms of the countries and cultures in which they operate. This book brings together world-leading sport…

    Paperback – 2018-08-09 
    Routledge
    World Association for Sport Management Series

  • Artificial Intelligence and Marketing

    By James Seligman

    The exponential growth of data has inspired companies to gather and process information using a systematic approach. Marketers now require a sound working knowledge of new technologies that can allow them to analyse large volumes of data and make decisions for competitive advantage. This book…

    Paperback – 2018-08-08 
    Routledge

  • Nonprofit Marketing and Fundraising

    A Research Overview

    By Roger Bennett

    Nonprofit sectors account for a small but significant share of most major economies globally, and the marketing and fundraising activities of organisations operating in this sector are of increasing interest to researchers around the world. Although nonprofit marketing covers many activities not…

    Hardback – 2018-07-31 
    Routledge
    State of the Art in Business Research

  • Marketing Management

    A Cultural Perspective, 2nd Edition

    Edited by Lisa Penaloza, Nil Toulouse, Luca Massimiliano Visconti

    Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. Marketing Management: A Cultural Perspective provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and…

    Paperback – 2018-07-30 
    Routledge

  • Strategic Marketing

    Concepts and Cases

    By Russell Abratt, Michael Bendixen

    This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand…

    Paperback – 2018-07-10 
    Routledge

  • Managing Airports

    An International Perspective, 5th Edition

    By Anne Graham

    Managing Airports presents a comprehensive and cutting-edge insight into today’s international airport industry. Approaching management topics from a strategic and commercial perspective, rather than from an operational and technical viewpoint, the book provides an innovative insight into the…

    Paperback – 2018-06-05
    Routledge

  • Strategic Integrated Marketing Communications

    3rd Edition

    By Larry Percy

    The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective IMC programme. Throughout, attention is paid to balancing theory with…

    Paperback – 2018-04-24
    Routledge

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