Digital disruption in marketing and communications : a strategic and organiza…

This book sets out the new frontier of marketing and communication through real case histories. Companies must rethink their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI and IoT are the new frontiers of the digital transformation that are radically changing the way c…

The new rules of marketing & PR : how to use social media, online video, mobi…

The international bestseller—now in a new edition When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the 'next big thing.' The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in…

Global marketing. Eighth Edition

For undergraduate and graduate courses in global marketing The excitement, challenges, and controversies of global marketing. Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing. MyMarketingLab for Global Marketing is a total learning package. MyMarketingLab is an online homework, tutorial, …

Marketing management : an Asian perspective. Seventh Edition

For undergraduate and graduate courses in marketing management. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

Principles of marketing : an Asian perspective. Fourth Edition

The Principles of Marketing, An Asian Perspective provides an authoritative, comprehensive, innovative, managerial, and practical introduction to the fascinating world of marketing in and from Asia.

Strategic market management. Eleventh Edition

Edition

Eleventh Edition

ISBN/ISSN

9781119441434

Collation

380 p. ; 24 cm.

Series Title

-

Call Number

658.802 Aak s

Services marketing : people, technology, strategy. Eighth Edition

Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples.This textbook takes on a strong managerial approach presented through a coherent and progressive pedago…

Blue ocean shift : beyond competing : proven steps to inspire confidence and …

NEW YORK TIMES BESTSELLER #1 WALL STREET JOURNAL BESTSELLER USA TODAY BESTSELLER BLUE OCEAN SHIFT is the essential follow up to Blue Ocean Strategy, the classic and 3.6 million copy global bestseller by world-renowned professors W. Chan Kim and Renee Mauborgne. Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people's confidence, a…

Repositioning : marketing in an era of competition, change, and crisis

The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mind—a book that revolutionized the world of marketing. But times have changed. Competition is fiercer. Consumers are savvier. Communications are faster. And once-successful companies are in crisis mode. Repositioning shows you how to adapt, c…

The practical pocket guide to account planning

The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce …

The brand mapping strategy : design, build, and accelerate your brand

The Brand Mapping Strategy uses tips, tricks, and anecdotes from brand-building masters to give readers the tools they need to design, build, and accelerate a successful brand.

Importing and exporting : 24 lessons to get you started

For centuries people have been conducting business transactions that extend beyond their own borders. More recently, the nature and intensity of competitive forces and other significant factors have strongly influenced many more businesses to take advantage of the benefits to be gained from trading in a global marketplace. As a result, over the last three decades, the growth rate in internation…