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Setting the Standard for Product Management and Marketing Many of the leading voices in the product management profession collaborated closely with working product managers to develop The Guide to the Product Management and Marketing Body of Knowledge (the…
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Created through a "student-tested, faculty-approved" review process with more than 250 learners and instructors, CB4 offers a visually appealing, succinct printed approach with tear-out review cards and online CourseMate study tools and interactive eBook. The CB4…
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The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating…

Event Sponsorship

by Ian Mcdonnell

|November 23, 2013

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This introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee. The text starts with an…

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By examining the interface between consumer behavior and new product development, People and Products: Consumer Behavior and Product Design demonstrates the ways in which consumers contribute to product design, enhance product utility, and determine brand…
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Decades ago, direct marketers gathered customer names and addresses, and created mailing lists; today, much has changed and much has remained the same. This third edition recognizes the growth of various digital marketing formats for conducting direct and…

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Paperback | German

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Paperback | German

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