Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels.

Marketing Communications is a highly popular textbook which introduces students to the different marketing communications tools, theories and strategies in an easy-to-read way. This fourth edition:Includes updates on how the Covid-19 pandemic has affected the marketing/advertising industriesFeatures new case studies from companies and brands such as Amazon, Burger King, Facebook and John LewisCovers timely topics such as online retailers, social media networks (e.g. TikTok), social media infl...

This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today.

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.

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.

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.