OverviewThis book introduces students to this fast-changing field of marketing communications. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The twelfth edition …
OverviewAlready a popular and well accepted text in the market for the subject, this edition of B2BMarketing carries on the legacy this text has created. ¬The book is comprehensive, well updatedand covers the entire gamut of B2B marketing by exploring the area through textand cases. Written with ou…
OVERVIEWProduct Design and Development, Seventh Edition, blends the perspectives of marketing, design, engineering, and manufacturing into a single, research-backed approach to product development. As a result, the book provides students of all kinds with an appreciation for the realities of industr…
OVERVIEWInternational Marketing addresses global issues and describes concepts relevant to all international marketers, regardless of their international involvement. Notwithstanding the extent of global perspective that firms may have, they are affected by the competitive activity in the global mar…
OVERVIEWThis revised fourth edition of Marketing Research continues to provide a crisp, clear, and easy-to-understand view of the methods, processes and techniques used in marketing research. The book has been updated to reflect some recent developments in the subject area that aid managerial decisi…
Advertising and Integrated Marketing Communications brings to fore a perfect balance between theory and practice aswell as planning and execution. The book introduces readers to the concept of integrated marketing communications,and its major tools, techniques and media, with a special focus on adve…
