'This book is accessible and highly readable, with an uncomplicated writing style! in short this is a book that unravels the mysteries of a vital but "back room" activity' - International Journal of Market Research 'This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters ......
`the finest writer in our field today' - Journal of Marketing `the great heretic' - Retrospectives in Marketing `the most devastating critic of the academic discipline of marketing ever likely to be encountered' - Service Industries Journal `a jewel in the crown of the academic marketing establishment' - Marketing Intelligence and Planning ......
Introduces students to the special moral and ethical burdens of social marketing, and challenges practitioners to address difficult issues that are easily minimized or avoided. This book focuses on such complex issues as unintended consequences, ethical marketing alliances, and professional ethical codes.
Shows how organizations can best manage their reputations, arguing convincingly for a new focus on corporate brand development rather than on individual brand name products. Discusses how all forms of communication, including performance of specific products, employees' services, and advertising, m
As businesses increasingly stress the importance of cooperation and collaboration with suppliers and customers, relationship marketing is emerging as the `core' of all marketing activity. In recent years, there has been an explosive growth in business and academic interest in relationship marketing, yet no comprehensive book has been available to ......
This is a comprehensive, practical and theoretical guide to the latest thinking in the foundations of services. The authors present contributions from the world''s leading experts on services marketing and management.'
This practical, comprehensive guide covers everything from pre-session participant recruitment to post-session reporting. In addition, advanced and new techniques for managing group dynamics are included, such as personality association.'
This volume assembles all Sidney J. Levy''s and his collaborators significant essays and studies in the field of marketing. His work includes marketing''s role in management, how managers develop products and brands and how the marketplace is studied.'
The Marketing Service Institute has a 38 years history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on developing a market orientation' has only been available as a series of working papers, is now presented in book form for the first time by SAGE Publications. This book ......
