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Marketing Management
The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject.
Marketing Apocalypse
The present volume of essays examines the extent to which the end of marketing is nigh. The authors explore the present state of marketing scholarship and put forward a variety of visions of marketing in the twenty first century. Ranging from narratology to feminism, these suggestions are always enlightening, often provocative and occasionally outrageous. Maketing Apocalypse is required reading for anyone interested in the future of marketing.
Demand Driven Strategic Planning
This book offers students and practitioners alike an integrated approach to strategic planning for companies. Marcos Fava Neves presents a new and unique perspective on this critical topic based on three main points: strongly demand-driven decisions that bridge the gap between long- and short-term strategy; a vision of a company as an integrated network, full of relationships that deserve consideration during the planning process; and the introduction of 'collective-action' thinking, which raises the prospect for cooperation between competitors. With this clear, comprehensive framework for strategic planning, companies can be sure to navigate today's complex environment and enhance their prospects of success.
Business to Business Marketing Management
Business to business markets are considerably more challenging than consumer markets and demand specific skills from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. The products themselves may be highly complex, often requiring a sophisticated buyer to understand them. Increasingly, B2B relationships are conducted in a global context. However all textbooks are region-specific—except this one. This textbook takes a global viewpoint, with an international author team and cases from across the globe. Other unique features of this excellent textbook include: placement of B2B in a strategic marketing setti...
Marketing Methods to Improve Company Strategy
Consolidates over 10 years of academic research and consulting activities developed by the authors. This title is suitable for students of Business Administration and practitioners seeking fresh methods to implement to increase their productivity.
Asian Tourism Sustainability
This book brings together a collection of chapters that investigate sustainable tourism development in different Asian contexts; from stakeholders’ perspectives, existing issues in the market, as well as the impacts of COVID-19 on tourism. It highlights the importance of tourism sustainability in Asia. Specifically, this book examines these themes by examples related to Asian tourism such as; social-cultural impact of sustainable growth, environmental constraints and policies, community engagement, moral limits of the market, stakeholders’ participation in tourism development, the hindered interaction between foreign tourists and local community, impact of the pandemic and proposed ways forward. This edited volume substantiates this by using evidence of quantitative, qualitative and mixed methods approaches aligned with empirical data to show sustainable efforts and impacts. This book is of interest to researchers and practitioners as it offers timely understandings of sustainable tourism from multiple perspectives within the Asian context.
Handbook of Relationship Marketing
As businesses increasingly stress the importance of cooperation and collaboration with suppliers and customers, relationship marketing is emerging as the `core' of all marketing activity. In recent years, there has been an explosive growth in business and academic interest in relationship marketing, yet no comprehensive book has been available to present key concepts, theories, and applications. The editors of this volume have assembled an authoritative and global cast of chapter contributors and crafted a volume that will become the seminal, founding work in this growing field. Their approach is eclectic, including a broad coverage of topics, diverse theoretical and conceptual paradigms, and global viewpoints.
