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  • Sách/Book


  • Authors: Gbadamosi, Ayantunji (2023)

  • This book covers the fields of Marketing, Ethics, and Diversity to provide the resources necessary for researchers, managers, and policy makers for insight into consumption practices, diversity, inclusion, limitations, and their theoretical and practical implications"

  • Sách/Book


  • Authors: Armstrong, Gary (2023)

  • The fifteenth edition of Marketing: An Introduction reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships. Students learn how customer value and customer engagement drive every good marketing strategy

  • Sách/Book


  • Authors: Kotler, Philip (2023)

  • "Marketing legend Phil Kotler and his colleagues explain why the conventional "professional" approach to marketing is no longer enough. Marketers must be more entrepreneurial, creative, and risk-taking, if they are to adapt to the challenges of the post-pandemic digital world. Entrepreneurial Marketing explains the basics of professional marketing and marketing operations, but also how this foundation must support entrepreneurial thinking and risk-taking. This marriage of professional and entrepreneurship is the new capability marketers need to grow their companies in the next ten years. Each chapter starts with a global or regional case study"--

  • Sách/Book


  • Authors: Solomon, Michael (2022)

  • the 11th Edition continues its focus on thecore issues every marketer needs to know, including value, analytics andmetrics, and ethical and sustainable marketing. It also emphasizes theimportance of branding oneself and shows students how the concepts they learnin class apply directly to their own personal marketing plan. With this text,students take an active approach to understanding marketing through decisionmaking and are well equipped to tackle what’s happening in the world ofmarketing today.

  • Sách/Book


  • Authors: Solomon, Michael R (2018)

  • The 10th Edition continues its focus on the core issues of study. These include value, personal branding, analytics and metrics, and ethical and sustainable marketing. With this text, you'll be well equipped to tackle what's happening in the world of marketing today

  • Sách/Book


  • Authors: Massi, Marta (2023)

  • Taking a new approach to a relatively underexplored area, this book examines the concept of authenticity and its relevance to marketing management. The author draws on several disciplines, including arts, philosophy, sociology and psychology, as well as focusing on important sub-fields within the field of marketing such as consumer behaviour and tourism.

  • Sách/Book


  • Authors: Albrecht, Maria Gomez (2023)

  • Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and real

  • Sách/Book


  • Authors: Kihn, Martin (2020)

  • Never before has there been such a stark dichotomy in marketing: customers demand the type of deep personalization from brands that technology companies like Netflix and Amazon deliver, but they are increasingly leery of offering the type of personal data required to make it happen. Over the years companies have built byzantine "stacks" of various marketing and advertising technology to try and deliver the fabled "right person, right message, right time" experience to deliver on customer journeys, but have found themselves stuck with a hot mess of siloed systems, disconnected processes, and legacy technical debt.