Marketing has long been considered more art than science, but the demands of a more dynamic, globalized business world has led to the development of sophisticated methods for quantifying marketing success. Organized into eleven focused sections, this reliable resource offers an effective...

We live in an age of global crises, from spiralling income inequality to the climate emergency. Businesses have been major contributors to the problems we face, but they are also uniquely well-placed to effect positive change. So what can businesses do to shift from being a makers of goods to a...