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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show…

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While this book is primarily aimed at those who are involved in Knowledge Management (KM) or have recently been appointed to deliver KM in sales and marketing environments, it is also highly relevant to those engaged in the management or delivery of sales and…

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As with executives and managers in so many other business functions, pricing specialists are being challenged more and more to substantiate the added value of their activities. Pricing is a core function of every business, and needs not only to contribute…

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India has become one of the hottest business stories in the news. Covering the fast-growing economy, the twists and turns of domestic politics, labor in the large informal sector, the cultural roots of Hindu nationalism, the foreign relations roller coaster, the…

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The Public Relations Handbook, Fifth Edition provides an engaging overview and in-depth exploration of a dynamic and ever evolving industry. The diverse chapters are united by a set of student friendly features throughout, including clear chapter aims, analytical…

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Product Information Management is the latest topic that companies across the world are deliberating upon. As companies sell online, they are confronted with the fact that not all information necessary to sell their products is available. Where marketing, sales…

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This book is a strategy guide for salespeople to help them level the procurement playing field by showing readers how to assess the game procurement plays, describing proven ways to resist discounting and protect margins, demonstrating ways to keep value at the…

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Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992, introduces the essential elements of psychographics. It shows how researchers go about defining…

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Since the post World War Two boom in private automobile ownership, Drive Tourism has transformed the tourism landscape by facilitating dispersal and the growth of attractions and tourism related infrastructure beyond the zones that had previously emerged around…

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"Design globally, operate locally" is an empty wording unless you have the technology to do so. The unicist market segmentation technology provides the tools to design global markets and describe the local operational behavior of the global structure. This…

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Consumer Psychology in a Social Media World seeks to illustrate the relevance of consumer psychology theory and research to understanding the social media world that has rapidly become a key component in the social and economic lives of most individuals. Despite…

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What is sensory marketing and why is it interesting and also important? Krishna defines it as "marketing that engages the consumers’ senses and affects their behaviors." In this edited book, the authors discuss how sensory aspects of products, i.e., the touch ,…