Adopting an international approach and offering a broader context to social marketing, this second edition presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems.

A leading Professor of Retail Marketing presents 5 new frames through which students and practitioners can understand and approach the evolving environment of retailing today: Entrepreneurial mindset, Excitement, Education, Experience, and Engagement.

A leading Professor of Retail Marketing presents 5 new frames through which students and practitioners can understand and approach the evolving environment of retailing today: Entrepreneurial mindset, Excitement, Education, Experience, and Engagement.

The third edition of this popular text offers a uniquely scholarly approach towards the subject and has been fully updated to include technological advances in practice such as AI and virtual marketing, and a brand-new chapter on the rise of influencer culture and marketing.

A concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions.

This highly accessible fifth edition continues to open windows to the world of marketing, with cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage them to relate theory to practice.

Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

A uniquely global, holistic, strategic and tactical grounding in managing customer and other stakeholder experiences and relationships across the value chain, cultures and countries.

Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.