"The ever-evolving marketing technologies now include the extensive use of advanced AI with important implications for the decision making processes of both marketers and consumers. This detailed and insightful book rigorously examines the role of heuristics and marketers' decision making within...

The emphasis on relationships - as opposed to transaction-based exchanges - is redefining the marketing domain. Sports sponsorship is an important source of income for professional sporting organisations and an effective marketing tool for companies aiming at commercial objectives through sports...

Marketing and sales departments carry out two separate functions (Kotler et al. 2007, 1144); nevertheless, they must interact closely with each other, as both are essential parts for the marketing activities in each company. Each company has the goal to fulfill customer needs and also to match...

Provides a practical introduction to the media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this edition incorporates three topics - consolidation, consumer control,...

Chapter 7. Business-to-business marketing: organizational buying behaviour, relationships and networksChapter 8. Marketing research; Chapter 9. Quantitative methods in marketing; Chapter 10. Market segmentation; Part Three: Managing the Marketing Function; Chapter 11. Managing the marketing mix;...

This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing research: text and cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on...

"Based on the world's most extensive study of tween attitudes and behaviours ever conducted, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the...

The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand marketing -- Brand marketing : today and tomorrow