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  • Sách/Book

  • Critical perspectives on diversity, equity, and inclusion in marketing

    • 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

  • Marketing : an introduction

    • 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

  • Entrepreneurial marketing : beyond professional marketing

    • 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

  • From Art to Marketing: The Relevance of Authenticity to Contemporary Consumer Culture

    • 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

  • Principles of marketing

    • 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

  • Marketing of Consumer Financial Products: Insights From Service Marketing

    • Authors: Srivastava, Ritu (2023)

  • This book provides a paradigm shift of thinking that is necessary to address the changing needs of the customers demanding for personalized and customized financial services in a globally competitive market.This book is a practical treatise synergized with a straightforward presentation style. The concepts presented are relatable to the Global Financial Supply Chains.
  • Sách/Book

  • Visualizing Marketing: From Abstract to Intuitive

    • Authors: Kucuk, S. Umit (2023)

  • This book argues that the apparent omnipotence of algorithms today is not what it seems, particularly, in marketing, where they actually offer less than they could. Considering the reasons behind this, it also notes that Big Data has relaunched a kind of data glorification and automated procedures that, culturally, marketing has already recognized and overcome at least once.