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Strike the ideal balance between art and analytics with strategies for the modern marketing paradigm The Digital Marketing Divide sparks a discussion on the value of marketing decisions made from a place of balance between art and science. With a deep dive into the movement toward analytics, this…read more

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This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the excitement of a field where…read more

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Bill Starbuck has been one of the leading management researchers over several decades. In this book he reflects on a number of challenges associated with management and social science research - the search for a 'behavioral science', the limits of rationality, the unreliability of many research…read more