This work is written for people, mainly students, who want to know how the relationship and the traditional marketing approach (in combination) affect the development of effective and efficient mar…
The overriding goal of the revision for the 14th edition of marketing management was to create as comprehensive, current, and engaging MBA marketing textbook as possible. Where appropriate, new mat…
Why are some companies able to focus on the important points, while others fight internal battles, obsess over trivia, and let opportunities pass them by? According to Hulbert, Capon, and Piercy, w…
This is the fourth edition of Frank Bradley' s ' original' "International Marketing Strategy" textbook. It continues to be structured around a comprehensive five stage managerial model of internati…