Have you ever wondered why satisfied customers don’t always stay loyal customers? Why do many companies adopt new sales or enabling technologies, yet fail to see the expected increase in turnover or customer satisfaction? And why do customers expect more from your company despite your yearly innovations?

The answer is both complicated and simple. It’s complicated because it requires changing outdated thinking and processes. However, it becomes simple to understand the customer when you th...

From strategist, speaker and podcaster Alice Benham comes The Digital Marketing Handbook - an expert guide covering the fundamentals of marketing, filled with case studies and interviews with industry insiders

Explore the controversies and debates, leading thinkers and enduring challenges in brand management with this accessible introduction.

This introductory guide to marketing analytics using Microsoft Excel provides a broad and easy-to-understand overview of marketing analytics for those who are new to the subject.

Gain a thorough grounding in marketing analytics using Python with this practical guide which balances applied analytics tools with marketing theory.