Marketing Management Products

  • How to Win When You Are Not Winning

    The Role of CRM and Business Intelligence in the Sports Industry

    By Fiona Green

    The use of CRM (Customer Relationship Management) and BI (Business Intelligence) have become significantly integral to the way of doing business in the professional sports industry. With the natural loyalty, passion and excitement the industry creates, we can emulate the approach used by brands…

    Hardback – 2018-06-30 
    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 – 2018-05-21 
    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 goes into the planning and implementation of an effective IMC program.  Throughout, attention is paid to balancing theory with practical…

    Paperback – 2018-04-27 
    Routledge

  • Marketing Management in Africa

    By George Tesar, Steven W. Anderson, Hassimi Traore, Jens Graff

    This book focuses on strategies for developing consumer markets in Africa using concepts and techniques from marketing, entrepreneurship, and project management. The authors argue that entrepreneurial activity in Africa is rapid, but limited, and requires a structured approach to drive success.…

    Paperback – 2018-04-13 
    Routledge

  • Digital Marketing

    A Practical Approach, 3rd Edition

    By Alan Charlesworth

    As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing - a Practical Approach provides a step-by-step guide to implementing the key aspects of online…

    Hardback – 2018-02-21 
    Routledge

  • Brand Transformation

    Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy

    By Keith Glanfield

    To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to change as you go, making simple branding changes that deliver a commercial difference. This radical new…

    Paperback – 2018-02-16 
    Routledge

  • International Marketing

    Strategy development and implementation

    By Carl Arthur Solberg

    Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all…

    Paperback – 2017-12-04
    Routledge

  • Marketing Graffiti

    The Writing on the Wall, 2nd Edition

    By Mike Saren

    Radical and unique in its approach and presentation, Marketing Graffiti turns the traditional marketing introduction on its head by helping students to understand the part they already play as ‘consumers’ in the marketing process.Most marketing textbooks tackle the subject as a business function –…

    Paperback – 2017-12-01
    Routledge

  • Digital Channels and Social Media Management in Luxury Markets

    By Fabrizio Mosca, Chiara Civera

    In recent years, luxury goods markets have faced significant changes that have influenced both the dynamics of the competition, as well as their strategies. The principal changes include the following: new geographical market development, such as in the Far East, India, and some parts of Africa (…

    Hardback – 2017-12-01
    Routledge

  • Sports Capitalism

    The Foreign Business of American Professional Leagues

    By Frank P. Jozsa

    The book focuses on how, when, where and why the US-based professional sports leagues extend their brands and penetrate markets in nations across the globe. The book examines the strategies, progress and expectations of each league despite the cultural, economic and political barriers that exist…

    Hardback – 2017-11-29
    Routledge

  • Demographic Targeting

    The Essential Role of Population Groups in Retail Marketing

    By James A. Pooler

    This title was first published in 2002: Retailers who ignore the demographics of their customers do so at their peril. Examining the role of age and gender in the behavior and patterns of shoppers, this book looks at all shoppers as members of distinct demographic groups, each of which marches to…

    Hardback – 2017-11-28
    Routledge

  • Young Consumer Behaviour

    A Research Companion

    Edited by Ayantunji Gbadamosi

    Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available…

    Paperback – 2017-11-23
    Routledge

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