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

The identity of your organisation, sector, or region is often a hidden treasure that can drive your strategy. A clear understanding of who you are provides both a foundation and perspective for shaping your future. But identity can feel intangible—so how do you unlock its potential?

In this book, seasoned identity consultant Stijn van Diemen explores eight strategic perspectives on corporate identity, each illustrated with engaging real-world cases. These cases bring the concepts to life, s...

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Discover the essentials of modern marketing with Marketing: Reinventing the Basics. As digital revolutions reshape consumer behavior, this book revisits core marketing principles like SAVE and the Customer Journey. It offers a fresh perspective on how these frameworks have evolved, providing practical tools for building effective marketing plans. Perfect for educators and aspiring marketers seeking real-world skills in a dynamic, digital-driven market. Why? No previous knowledge needed Step-...

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.