The eighth edition of Shimp’s market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment …

In an era when information travels at phenomenal speed along the “real-time Web,” a brand can explode into popular culture overnight–and die just as quickly. As a marketer, how can you stay ahead of the curve? How do you control the chaos? Two words: Social Media. With The Power of …

Marketing Planning provides an overview of the essential elements of marketing planning with a particular emphasis on the components of the marketing planning process, whilst highlighting the three core themes of environment, strategy and context. The book features an innovative running case study which follows a company through the entire …

The first book devoted entirely to B2B social marketing B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information. This hands-on guide …

Over the years, Boone and Kurtz’s CONTEMPORARY MARKETING has proven to be the premier teaching and learning solution for principles of marketing courses. With each groundbreaking new edition, this bestseller only grows stronger, building on past milestones with exciting new innovations. The all-new Fourteenth Edition continues the Boone and Kurtz …

Even if you’ve created marketing plans before it doesn’t matter. The rules have changed. With the advent of Web 2.0 business strategies like Search Engine Optimization, Social Networking, Pay-Per-Click, and dozens more, it may seem like you need to start from scratch. But with the brand new and completely updated …

In the progression of entertainment and information technologies from large to small, some authors call mobile the “fourth screen” after movies, television, and computers. Martin (director, Ctr. for Media Research, MediaPost) omits movies from the evolution and dubs mobile the third. Mobile technologies continue to proliferate, but there are few …

Based on a conceptual analysis of marketing texts, particularly service marketing texts, and a case study of a service firm that utilizes approaches to managing organizations that have been developed within the boundaries of marketing, this book presents a critical examination of marketing as a managerial practice. Skålén focuses in …

The very best business isn’t born out of hunches, macho tactical skirmishing or simply ‘being busy’, but is the product of careful calculation and understanding customers’ needs, wants and aspirations. Marketing Strategy Masterclass is a ‘how to’ book of marketing strategy focused on doing what our customers want us to …

You experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. Now MARKETING, Eleventh Edition–with its engaging presentation of concepts–will bring forward how much the principles of marketing play a role in your day-to-day life. With coverage of current marketing practices and exciting new …