Marketing Management

'Cybermarketing' is a no-nonsense structured guide to using the Internet for marketing and is essential reading for all marketers and managers who need to know how to use the Internet to promote and sell their product. This new edition both follows on the success of and adds significantly to the fir..

The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, th..

Direct Marketing in Practice is a practical manual for all managers and marketers getting to grips with the powerful techniques available to skilled direct marketers. The book shows how to:· Plan a direct marketing campaign· Integrate new technology with conventional direct marketing practice· Maxim..

Direct Marketing in Practice is a practical manual for all managers and marketers getting to grips with the powerful techniques available to skilled direct marketers. The book shows how to:· Plan a direct marketing campaign· Integrate new technology with conventional direct marketing practice· Maxim..

Entrepreneurial Marketing focuses on new marketing methods for new products. Classic core marketing concepts, such as segmentation, positioning, and the marketing mix undergo an "extreme makeover" in the context of innovative products hitting the market. Ed Nijssen stresses effectuation, iterative t..

This new textbook introduces the importance of marketing to entrepreneurial firms. Walking the student through the fundamentals of marketing within the SME context, Entrepreneurship Marketing provides a more value-added learning experience than your standard marketing run-through...

Offers explanations of the laws that impact on the practice of marketing, advertising, sponsorship, design and public relations, providing guidance on crucial issues for the busy practitioner. This book also provides helpful tips and suggestions for 'keeping it legal' without losing sight of the ove..

'Essential Law for Marketers' offers clear and concise explanations of the laws that impact on the practice of marketing, advertising, sponsorship, design and public relations, providing expert guidance on crucial issues for the busy practitioner.Each chapter in the book offers, in simple English, f..

The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on key market needs. With an array of examples and case studies from around the world, Lancaster and Massingham’s vital study offers an alternative to the traditional Ame..

The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on key market needs. With an array of examples and case studies from around the world, Lancaster and Massingham’s vital study offers an alternative to the traditional Ame..

First Published in 1989. Routledge is an imprint of Taylor & Francis, an informa company...

Now in its 3rd edition, Financial Services Marketing offers a balanced and useful guide to the topic that is both conceptual and practical. The authors have drawn from  extensive international experience to ensure that this text will resonate with users across the globe. This edition is complemented..