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The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six…
Paperback | German

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Cases in Consumer Behaviour Cases in Consumer Behaviour contains a selection of case studies which examine different aspects of the behaviour of European consumers. These case studies consider, amongst other issues, personal consumer decisions and interactive…
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The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that…
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The concept and framework of market sensing was introduced by George Day more than 20 years ago into the strategic marketing literature - especially the philosophy of the market-driven organization. Market sensing can be considered an expression of a…

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Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has…

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A comprehensive guide to the issues involved in assessing export markets, key topics covered include assessing market potential and making the selection decision, market research and sources of information, and collecting and using market data.

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This new casebook on retailing contains 18 up-to-date cases contributed by a team of 22 authors from universities teaching retailing in the UK. The cases focus on the type of operational problems or issues likely to face young graduate managers in multiple retail…