Marketing Management Products

  • Stories of Strategies and Markets

    By Nigel F. Piercy

    'Stories of Strategies and Markets: Tales from the Marketplace' is a highly innovative approach to building an understanding of the realities of market-led strategic change in companies. It provides an engaging, honest, and effective understanding of real market strategy in major organizations by…

    Paperback – 2017-01-01 
    Routledge

  • Ethics in Marketing

    International Cases and Perspectives, 2nd Edition

    By Patrick E. Murphy, Gene R. Laczniak, Fiona Harris

    Understanding and appreciating the ethical dilemmas associated with business is an important dimension of marketing strategy. Increasingly, matters of corporate social responsibility are part of marketing's domain. Ethics in Marketing contains 20 cases that deal with a variety of ethical issues…

    Paperback – 2016-12-13 
    Routledge

  • Digital and Social Media Marketing

    A Results-Driven Approach

    Edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid, Ana Cruz

    Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been…

    Paperback – 2016-11-09 
    Routledge

  • Market-Led Strategic Change

    Transforming the process of going to market, 5th Edition

    By Nigel F. Piercy

    Market-Led Strategic Change, 5th edition, has been fully revised and updated to reflect the realities of 21st century business and the practical issues for managers in the process of going to market. The world of business has changed dramatically, with a more complex environment, more demanding…

    Paperback – 2016-10-31 
    Routledge

  • 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 – 2016-10-31 
    Routledge

  • Value First then Price

    Quantifying value in Business to Business markets from the perspective of both buyers and sellers

    Edited by Andreas Hinterhuber, Todd C. Snelgrove

    Value-based pricing—pricing a product according to its value to the customer rather than its cost—is the most effective and profitable pricing strategy. Buyers need to evaluate the monetary benefits of a product against the price of its competitors. Sellers justify their price points…

    Paperback – 2016-10-07 
    Routledge

  • Video Game Marketing

    A student textbook

    By Peter Zackariasson, Mikolaj Dymek

    The video game industry has been one of the fastest-growing cultural phenomena of our times with market conditions that demand a specific skill set from its marketers. To a new generation of "indie gamers", being a game developer isn’t just about design and production, a successful video game…

    Paperback – 2016-10-05 
    Routledge

  • Alternative Market Research Methods

    Market Sensing

    Edited by David Longbottom, Alison Lawson

    Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market sensing is a new approach that enables…

    Paperback – 2016-09-20
    Routledge

  • Social Media in Travel, Tourism and Hospitality

    Theory, Practice and Cases

    By Evangelos Christou

    Edited by Marianna Sigala

    Social media is fundamentally changing the way travellers and tourists search, find, read and trust, as well as collaboratively produce information about tourism suppliers and tourism destinations. Presenting cutting-edge theory, research and case studies investigating Web 2.0 applications and…

    Paperback – 2016-09-09
    Routledge
    New Directions in Tourism Analysis

  • Events Marketing Management

    A consumer perspective

    By Ivna Reic

    This textbook provides students with an essential introduction to the theoretical underpinnings and practicalities of managing the marketing of events. In order to market events effectively, it is vital to consider marketing of events from the organiser’s perspective and to link it to that of the…

    Paperback – 2016-09-08
    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 – 2016-07-26
    Routledge

  • 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 – 2016-07-20
    Routledge

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