Marketing has situated itself as an indispensable tool in today's business world-an unavoidable step in the process from production to consumption. This book is

This book is the first of its kind to map out the organizing principles and cultural logic of marketing, and trace the profession's ascent genealogically.

Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really

This report analyses 880 IPA case studies in unprecedented detail to extract broad lessons about the critical success factors for profitable returns on marketin

This title explores the growing concept of relationship marketing, defined as the process of creating, maintaining, and enhancing strong, value-laden relationsh