Theory
Grounded Theory
Written with a clarity of style and a practical slant throughout, Grounded Theory represents a primer for organizational, business and marketing students studying for research degrees who would like to adopt the grounded theory methodology approach for their dissertation or thesi
Making Marketing Happen
Making Marketing Happen is prompted by the needs of practising managers who have found the traditional marketing planning texts to be "fine in theory, but hard to apply to my market".
Fundamentals of Marketing
Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing.
Wine Marketing
Whilst Wine Marketing: a practical guide also looks at theory and existing research, the main focus of this book is on the practicalities of wine marketing.
Advanced Theory and Practice in Sport Marketing
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Qualitative Marketing Research
While covering the emerging cultural approach in the field of marketing and consumer research, this book provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory.