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The Story of Florida
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Marketing Communications
Marketing Communications is a must have text that acknowledges the most important task faced by any marketing communications practitioner is to identify and select an optimum promotions mix to help achieve an organisation’s business objectives.
Fundamentals of Marketing
Introduces the key terms, concepts and practices to provide a firm foundation for undergraduate students. It discusses contemporary technologies used in marketing alongside established practices to develop an understanding of the positive effects of marketing balanced with critical discussion about it's contribution to the wider aims of society.
Marketing Management
A comprehensive examination of all aspects of the management of marketing, this is a mainstream text based on the premise that marketing is a universal management function with strong strategic elements which are operationalized in different ways in different parts of the world. Conceptual material reflects up to date perspectives on academic and company research. The applied material seeks to demonstrate the universality of marketing management by drawing on illustrations from a wide range of geographic and industry settings.
Enterprise and its Business Environment
A clear and insightful introduction to the world of business enterprise and the inner workings of the firm. It explores the role of entrepreneurs, consumers and businesses to understand how their roles affect the production and allocation of good and services.
Introducing Management in a Global Context
Covering the major management disciplines, Introducing Management in a Global Context provides an introductory overview of key topic areas and to glimpse the latest research in domains such as strategy, technology and change, economics and development, politics and the social world, marketing, ethics and corporate decision making.
