Marketing Management Products

  • 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 – 2016-10-21 
    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 Snelgrove

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

    Paperback – 2016-09-28 
    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 and to a new generation of "indie gamers", being a game developer isn’t just about design and production. A successful video game demands entrepreneurial skills and astute business acumen. The creators need…

    Paperback – 2016-09-26 
    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 – 2016-09-14 
    Routledge

  • 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 – 2016-09-12 
    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 – 2016-08-29 
    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 – 2016-07-29 
    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 – 2016-07-29 
    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 – 2016-07-13
    Routledge
    Routledge Companions in Business, Management and Accounting

  • 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 – 2016-06-01
    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 – 2016-04-26
    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

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