Marketing Management

Contains chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix'. This book covers the changing role of marketing, approaches to analysing marketing capability, E-marketing, branding, customer relationship management, relationship manag..

Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Gil..

If advertising and public relations were the best ways to connect with a company's audience through traditional media, and blogs are the best way to connect with millions of customers through the medium of online consumer generated media, then how can companies best use blogs to connect with their a..

Provides tools for companies to interact with customers through blogging communities. This book shows how to transform public relations and search marketing through consumer-generated media, RSS feeds and comment interaction strategies and describes how to optimize blog articles for blog search engi..

'Successful Marketing Communications' is a comprehensive, introductory text that takes a very practical approach to the subject of marketing communications. The text clearly covers all of the marketing communications content from certificate to advanced level and is ideal for students who need to ga..

Takes a practical approach to the subject of marketing communications. This book covers marketing communications content from certificate to advanced level. It offers insights into how to successfully find, brief and manage marketing communications service providers. It is suitable for students who ..

Taking Technology to the Market provides a practical guide to the critical success factors in marketing technology. It uses a project-based approach, providing comprehensive guidelines for key strategic and tactical marketing programmes. The book will help you improve your chances of developing a wi..

Presents an approach to building an understanding of the realities of market-led strategic change in companies. This book offers insights into strategy and marketing through business 'stories' that are contemporary and provocative...

'Tales from the Marketplace: Stories of Revolution, Reinvention and Renewal' is a highly innovative approach to building an understanding of the realities of market-led strategic change in companies. It provides an engaging, honest, and effective understanding of real market strategy in major organi..

Today's corporations have changed their marketing processes to accommodate a world in which globalization, lower margins, and longer hours have become the norm. This book examines events that changed the art of selling and offers hands-on techniques for sales personnel and management. The focus is o..

'The Channel Advantage' deals with one topic, and deals with it comprehensively and rigorously: how to construct a sales channel system that will yield world-class sales performance and durable competitive advantage. This book helps readers move decisively away from the notion of channel strategy as..

The CIM Handbook of Strategic Marketing targets senior executives responsible for shaping and managing the company's strategic direction. The strategic dimensions of marketing management are emphasised along with the critical importance of matching the company's capabilities with genuinely attractiv..