Curious about how marketers tackle challenges like sustainability, climate change, privacy and AI? Or how they harness data and technology to understand their audiences? Now in its 8th edition, Foundations of Marketing explores these pressing questions, offering up-to-date insights through real-worl…
European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. Successful businesses recognize that the development of strong customer relationships through quality service (and services), as well as implem…
The landmark tenth edition of McGraw-Hill’s leading textbook, Principles and Practice of Marketing provides a contemporary introduction to marketing, covering all the theoretical principles, frameworks and concepts that form the backbone of marketing education, and looking at how they apply in mod…
Successful businesses recognize that the development of strong customer relationships through quality service (and services) as well as implementing service strategies for competitive advantage are key to their success.In its fourth European edition, Services Marketing: Integrating Customer Focus …
Consumer Behavior: Building Marketing Strategy International Edition builds on theory to provide students with a usable, strategic understanding of consumer behaviour that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences…
Have you wondered how marketers use data and technology to capture relevant information on their target audience? Or how marketers in today’s world deal with questions around sustainability, climate change and planned product obsolescence? In its 7th edition, Foundations of Marketing aims to answe…
In its 5th edition International Marketing guides students to understand the importance of international marketing for companies of every size and how going international can enhance value and growth. It provides a solid understanding of the key principles and practices of international marketing. T…
