Marketers have long held the view that the customer should be central to all they think about, all they do. Yet the developments of the last few years have show

The Cambridge Marketing Handbook: Stakeholder examines the identification of stakeholders: internal, connected and external, their ability to affect the organiz

A comprehensive foundation for stakeholder theory, written by many of the most respected and highly cited experts in the field.

In today's electronic age no organisation can afford to ignore digital marketing. Understanding what tools are available, how to use them and how to create and

Cambridge Marketing Handbook: Marketing Communications looks at the contemporary integrated communications mix, in the light of the changes in digital marketing