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This book offers a breakthrough formula for creating a sustainable customer centric organization, which forms the key to enduring business success. This new blueprint entails a systematic and integrated journey towards customer centricity. In this book, Dr. Zafer…

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Examines marketing of sports and sports entertainment as well as the world of entertainment marketing.

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Strategic market planning in technology-intensive businesses is more complex and is less manageable than in most other organizations. The technology-driven business environment is intensely competitive, complex, and dynamic, and planning needs to be done quickly…

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Using numerous real-life examples, Distribution Channels explores the chain that makes products and services available for market and explains how to make the most of each step of the process. By defining the role and significance of the various partners…

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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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Political Public Relations maps and defines this emerging field, bringing together scholars from various disciplines—political communication, public relations and political science—to explore the area in detail. The volume connects differing schools of thought,…

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This collection of essays by communication professionals significantly helps build a theory about the growing convergance of communications expertise focused on public policymaking. Practical Public Affairs in an Era of Change discusses how public affairs and…

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Places depend on their reputations for almost everything in the modern world: tourism, foreign investment, the respect and interest of the international media, attracting talented immigrants and students, cultural exchanges, engaging peacefully and productively…

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“This book provides a very useful and practical framework to guide the development of a Market Intelligence function that serves as a tool for competitive advantage. The use of multiple and diverse business cases helps readers to understand the…

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Marketing is all about ideas. And Marketing Excellence is about good ideas made great. The companies it features have been selected because they are winners – both literally and commercially. Literally in that they have received Marketing Society…

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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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Public Relations and Social Theory broadens the theoretical scope of public relations through its application of the works of prominent social theorists to the study of public relations. The volume focuses on the work of key social theorists, including J¿rgen…