The new edition of Marketing Strategy and Management brings a classic text up-to-date. Building on its reputation for academic rigor, it retains the traditional functional approach to marketing but incorporates current research and topical examples and cases to encourage students to apply theoretical principles and frameworks to practical real-world situations. It takes an analytical and strategic approach to marketing, providing a framework for the direction and management of the marketing function that will help students make effective marketing decisions.

Product Description: Structural reliability theory is concerned with the rational treatment of uncertainties in struc­ tural engineering and with the methods for assessing the safety and serviceability of civil en­ gineering and other structures. It is a subject which has grown rapidly during the last decade and has evolved from being a topic for academic research to a set of well-developed or develop­ ing methodologies with a wide range of practical applications...read more

Product Description: The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises...read more

Product Description: Parallel to the continuing growth of interest in marketing has developed a concern for the history of marketing thought and for the evolution of marketing theory. This concern is mirrored by the introduction of many courses at both undergraduate and graduate level which address these topics...read more

Product Description: The Marketing Manual is a step-by-step guide to solving your marketing problem. Through questions, practical examples and mini-case studies, this book demonstrates how to prepare your marketing plan. The Marketing Manual addresses the 3 fundamental questions facing the business planner: *where are we now? *where do we want to go? *how do we get there? The workbook elaborates on these essential questions helping you to address your own marketing problem and work through to the preparation of an operational marketing plan...read more (view table of contents, read Amazon.com's description)

Product Description: This work examines the origins, scope and practice of marketing, from its earliest history, through its "rediscovery" in the mid-20th century, to the discipline that it is today. Over 50 articles provide an overview of and introduction to the practice of marketing...read more

Product Description: Book by Baker, Michael J.

Product Description: The markets which most managers operate in today are subject to rapid change, making it vitally important to know as much about the behaviour of their customers as possible. This book looks at the behaviour of the organizational customer and is designed to help the industrial marketing manager understand and predict his customers' behaviour effectively...read more

Product Description: What is ACORN, the "Boston Box", psychographics? Every trade and profession has its own special language and jargon and marketing and advertising are no exception to this rule. Indeed many would claim that marketing and advertising are responsible for a large proportion of the new terms and idioms introduced into the language of business in recent years...read more

Product Description: How much can innovation contribute to the quality of life? How can innovation be used to develop and market commercial products? These are two major questions considered by an international symposium of active researchers from the USA and Europe in the fields of industrial innovation which was held at the University of Strathclyde, Glasgow...read more