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Marketing

This guide will help students with research on marketing topics.

Frequently used resources

New resources in marketing

Entrepreneurship Marketing

This well renowned textbook guides students through the complexities of entrepreneurship from the unique perspective of marketing in SME contexts, providing a clear grounding in the principles, practices, strategies, challenges, and opportunities faced by businesses today.

Experiential Marketing

In this exciting new book, Wided Batat introduces readers to the new customer experience framework and the era of the "Experiential Marketing Mix."

Strategic Marketing

This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management.

Relationship Marketing in the Digital Age

Relationship Marketing in the Digital Ageprovides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners.

Integrated Marketing Communication: Putting the Human Person at the Core

This volume represents a valuable resource for students, academics (teachers and researchers), and practitioners in the field of integrated marketing communication (IMC). It provides a solid foundation detailing the principles, tenets and practices of IMC, before presenting a step-by-step process of preparing and executing the process for any given brand.

Strategic Marketing of Higher Education in Africa

Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making.

Qualitative Research in Marketing and Management

This is a practical and accessible, yet sophisticated introduction to interpretive methods for doing qualitative research projects and dissertations. Bringing together concepts of qualitative research from ethnography, phenomenology, critical discourse analysis, semiotics, literary analysis, postmodernism and poststructuralism, this textbook offers an accessible and comprehensive introduction to the subject.

Brand Positioning

Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand's positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required.

Fashion Marketing and Communication

Offering a combination of theory and practice, Fashion Marketing and Communication is full of international case studies, practice-based examples and interviews with scholars and practitioners in the fashion and communications industry.

Data-Driven Marketing Content

Data-Driven Marketing Content: A Practical Guideempowers businesses, regardless of industry, size, or competition level, to understand, identify and act on big-data opportunities. The guide shares unique processes, approaches, and frameworks which can be applied to every company need, leading you towards efficient and effective content creation that repeatedly returns on investment.

Brand Beauty Unleashed

This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace.

30-Minute Website Marketing

30-Minute Website Marketing: A Step By Step Guide; utilizes over 15 years of website marketing experience and digital expertise to empower businesses to identify and act on untapped website success. With all actions taking 30 minutes or less, companies can work towards improving the results gained from their website marketing efforts, and by adhering to the practical steps in this book, businesses can be confident that those 30 minutes provide the returns on resource investment needed.