Theory
The Marketing Strategy Desktop Guide
Demystifies all the major marketing theories and converts them to useful objectives, case studies, and summaries.
Financial Services Marketing
Financial Services Marketing contains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and professionals.
Qualitative research at the marketing/entrepreneurship interface
The essence of entrepreneurship is “effectual action”.
The role of information and communications technology in transforming marketing theory and practice
There have traditionally been different ways in which to view the marketing task, distinctions that have been drawn to facilitate the level of insight available to managers involved in marketing the firm’s offer.
Strategic Marketing
Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning.
What's in a Name?
This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory.