A concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions.

Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy,...

A uniquely global, holistic, strategic and tactical grounding in managing customer and other stakeholder experiences and relationships across the value chain, cultures and countries.

Contemporary and forward looking, The SAGE Handbook of Marketing Theory provides conceptual cohesion by drawing together a wide range of perspectives in one volume.

The short, easy-to-use format makes this an essential companion for marketing courses or as a reference for students and practitioners who would like to learn more about the basics of ethical marketing.

From understanding markets, consumers and value to explaining the marketing mix and illustrating the roles of analytics, brand and customer experience today, this award-winning textbook introduces you to the essential concepts and tools for marketing in a digital age.

Explores the essential role of managerial theory and practice within the public relations/communications function of organizations.

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