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The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship. Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor…

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Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. The initial technological approach was followed by many disappointing initiatives only to see the maturing of the underlying concepts and…

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Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data from the…

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Questionnaires are vital for the market researcher: they draw accurate information from respondents, give structure to interviews, provide a standard form on which facts, comments and attitudes can be recorded and facilitate data processing. Questionnaire Design…

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This book explores the way in which QR codes (Quick Response codes) can help the wine industry facilitate distribution and more effectively market and sell their product. It examines the interventions, invention and opportunities brought about by QR codes for the…

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Are the Internet and e-commerce truly revolutionising business practice? This book explodes the transformation myth by demonstrating that the Internet and e-commerce are in fact being adapted by firms to reinforce their existing relationships with customers,…

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Marketing, while essential to organisational success, is arguably one of the most controversial aspects of business management. Criticisms of marketing’s impact range from fostering materialism and unsustainable consumption patterns through to the use of…

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Named Marketing Book of the Year for 2016 by Marketing & Sales Books! Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice • Discover powerful new ways to simplify and guide consumer decisions • Gain actionable insights into…

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The subject of this book is an analysis of the business models developed or adopted by Chinese small and medium sized enterprises (SMEs), specifically those that are successfully listed on China’s capital market; in other words, it is a dissection of those…

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The Growth Drivers is a practical guide to building marketing capabilities. It explains why it is critical that organizations invest in the capabilities needed to excel at customer-centric marketing to drive growth. The authors explain what world-class marketing…

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When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting , a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this…

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Marketing in the 21st Century and Beyond: Timeless Strategies for Success, Condensed Edition contains invaluable information written by leading business experts, successful entrepreneurs, and recognized scholars. The book is organized around four key areas of…