"Managers who are looking to gain a better understanding of today's industrial environment will appreciate this text. It offers a comprehensive examination of the field. Empirical applications are integrated throughout the chapters to provide relevant examples. Discussions are included on price...

"Brand Management Strategies: Luxury and Mass Markets explains how a brand can successfully drive global business development. The text takes an applied approach with supporting examples from current fashion and non-fashion brands. The book provides an introduction to the evolution of branding,...

Introduction to marketing communications -- Introducing marketing communications -- Marketing communications : issues, influences and disruption -- Communication: theory and practice -- Classical theories and interpretations of buyer behaviour theory -- Contemporary interpretations of buyer...