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This book aims to present state-of-the-art marketing technology in a three-level decision and analysis framework, and to integrate case studies with the text. It provides a flow diagram for formulating marketing strategies, and offers case studies developed to provide practice with the book's concepts, applying both managerial judgement and higher-level analytical approaches to complex marketing strategy problems. There is also software support demonstrating the level of analysis, and an annual marketing plan.
This book aims to present state-of-the-art marketing technology in a three-level decision and analysis framework, and to integrate case studies with the text. I
This visionary book presents a systematic, next-generation approach to marketing strategy, demonstrating how success is gained and sustained via continuous inno
Marketing as a practice is facing unprecedented challenges: a changing media landscape, an increasingly complex customer journey, innovative technologies, start
In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate wit
