This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients – productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods – both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.

Product Description: Re-issuing this successful book in its seventh edition the author starts with an overview of basic marketing concepts and their applicability on an international basis. It then covers each ingredient of the marketing mix and explores them in relation to multinational markets...read more

Product Description: A no-nonsense guide to creativity and innovation in marketing management for busy practitioners. The book introduces the concepts of creative activity in organizations, involves the reader by continuous self assessment and incorporates clear diagrams to illustrate points...read more

Product Description: Book by Majaro, Simon