OverviewThis edition of Consumer Behavior: Building Marketing Strategy continues its emphasis on marketing strategies influenced by culture, values, demography, and society. The primary purpose of this text is to provide students with a usable, managerial understanding of consumer behavior. The book…
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 …
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…
OVERVIEWNew Products Management, now in its eleventh edition, is a comprehensive textbook on new product development and management. The book takes the management approach with the perspective of marketing. The text is interspersed with real-life examples and take-aways for practicing managers apart…
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…
OVERVIEWA tectonic shift in the practice of marketing is underway. Digital technology, social media, and e-commerce have radically changed the way consumers access information, order products, and shop for services. Using the latest technologies—cloud, mobile, social, internet of things (loT), and…
This textbook, in its latest edition, continues to capture the rapidly changing trends of the ever-dynamic subject area in an easily comprehensible manner. It focuses on explaining concepts with the help of latest examples and learning-outcome based text in all the chapters. It gives an exposure to …
